Relationship Internal Employer Branding And Employee Performance

The concept of Employer Brand was born in1900s and has been highly valued and recognized by both academy and business community within recent twenty years. As many scholars and business managers have realized, employer brand could be considered as highly valuable brand asset. It could not only attract excellent talents in external market, but also contribute to retain and motive internal employees. From the aspect of academic studies, external employer brand’s value and effect has been well proven. However, inside companies, how employer brand has impact upon employee individual performance thereby drives organization performance and then company profit is still under discussion and pending further study.To study how internal employer brand impacts employee performance is the main purpose of this paper. Since employee working experience mostly reflects internal employer brand and there is strong link between working experience and engagement, working experience is set as independent variables and engagement is set as mediator to explore the relationship between internal employer brand and employee performance. Based on related employer brand theories and former academic studies and through document analysis, interview and questionnaire, the following conclusions are persuasive:internal employer has strong impact upon employee interpersonal facilitation and job dedication performance, and engagement plays an intermediary role between internal employer brand and interpersonal facilitation and job dedication performance.Innovation of this paper comes from three aspects. Firstly, this paper focuses on the relationship between employer brand and employee performance, which contributes to the development of relevant research. Secondly, when studying how employer brand impact employee performance, this paper adapts engagement as mediator to further classify mutual relationship among employer brand, engagement and employee performance. Thirdly, conclusions are more universal due to the widespread sample. Fourthly, it is based on data, rather than limited by data, conclusion has been drawn and suggestions has been proposed, which make them more pragmatic for talent management and employer brand management.