The Effect of Employer Branding on Employee Discretionary Efforts to Mediated Engagement and Expectations of Employees

Subject Areas : Public Policy In Administration

Javad Faghihi Pour ¹ , Somayeh Faghihi Pour ² , Nooshafarin Chatrchi ³

1 - PhD in Human Resource Management, Tehran University
2 - Master of Entrepreneurship organizational, Tehran University
3 - PhD Student in Business Management, Industrial Management Institute

Received: 2016-09-13 Accepted : 2017-04-17 Published : 2017-06-06

Keywords: Employer Branding, Employees Engagement, Discretionary Effort, Employee Expectations,

Abstract :

Background: This study focused on human resource management in the field of attracts and retain employees in the social security organization. Objective: The main objective of this study was to investigate the relationships and the effectiveness of employer branding on employee engagement variables, Discretionary Effort and employee expectations. Methods: In this regard, the number of 162 questionnaires was distributed among the study population. The survey research methods and solidarity that using a questionnaire consisted of four variables employer branding, employee engagement, Discretionary Effort and expectations of employees. There is also the type of content validity and its reliability through Cronbach's alpha coefficient was reported number 0.774. Results: The results showed that there is positive and significant correlation between all variables. Employer branding could receive about 26 percent of the total variance for employees, less than 1 percent of the total variance Discretionary Effort of employees and 45% of the total variance to explain the expectations of employees. Belonging about 25% of the total variance employees could Discretionary Effort to explain the staff and the expectations of employees, 23% of the total variance to predict which employees' concern. Conclusion:Data analysis we can conclude that employer branding is a significant impact on the level of engagement and expectations of employees.

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