Employer brand experience and organizational citizenship behavior: mediating role of employee engagement

Abstract

Purpose The purpose of this paper is to investigate how employer brand experience (EBE) impacts organizational citizenship behavior (OCB). In addition, it aims to identify the mediating role of employee engagement (EE) in relationship between EBE and OCB. Design/methodology/approach To test the research hypotheses, a web questionnaire was developed and data were collected from 426 respondents working in the Indian banking sector. Hypotheses were tested using structural equational modeling. Findings EBE was positively related to OCB. The predicted mediating role of EE in the relationship between EBE and OCB was also supported. Research limitations/implications The study is confined to the banking sector only, which limits the generalization of the findings. Practical implications The results imply that firms should leverage on various dimensions of employer brand (EB) i.e. compensation, work–life balance, working environment, training and corporate social responsibility to enhance EE and OCB. Originality/value The research is among the very few to confirm the role of EBE vis-à-vis current employees especially in a collectivist society like India. The study also confirmed the mediating role of EE between EBE and OCB which have not been studied previously.

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