Reaearch On Impact Of Employer Branding To Organizational Performance: The Mediating Effects By Employee Engagement

Business enterprises are under increasing pressure in enhancing organizationalperformance with the upgrading uncertainty of the external development environment.People pay much more attention to the human resource which is the critical resource thatinfluences organizational performance with the development of positive organizationalbehavior. And companies need to be more proactive both in attitude and behavior so thatthey can gain more talents. However, enterprises have gradually discovered that how tomotivate and keep on internal staff and make sure they are dedicated to the organization isthe focus of human resource management practices. So employers begin to build andoperate excellent employer brand, and committed to improving labor relationships so thatemployees can generate emotional attachment and unique employment experience to theorganization, and thus willing to contribute their time and effort to improve organizationalperformance. According to the fact and trend that employer branding and employeeengagement even more significantly affect organizational performance,this paper tried todepart from the perspective of employer brand, building relation model which employerbrand effect organizational performance through intermediary of employeeengagement,for the sake of providing innovative ideas and suggestions for theimprovement of organizational performance.Firstly, reviewied, summarized and refined relevant literature at home and abroad,and defined related concepts and definitions of the topic for this study on the basis of acomprehensive review;Secondly, according to the results of the literature review, this paper selectedemployer brand as the independent variable, organizational performance as the dependentvariable, employee engagement as a mediator, builded an index system of the three, andformed a measurement scale according to the research;Thirdly, the paper tested the descriptive statistical analysis and reliability and validityby SPSS19.0according to228questionnaires collected, and conducted confirmatoryfactor variable analysis using AMOS17.0, coming to the conclusion that the employerbranding and employee engagement are three-dimensional structure, and organizational performance is two-dimensional structure. Then, the paper tested the preset models andassumptions through latent variable path analysis, and the testing results supporting theassumptions that employer brand and its dimensions affect employee engagement andorganizational performance positively, and employee engagement affect organizationalperformance positively. In addition, this paper focused on analyzing the intermediary roleof employee engagement, and the empirical results supported the assumption that it playspartial mediating effect between employer branding and organizational performance, soclarified the mechanisms that employer brand impact on organizational performancefurther.