Impact of Employer Branding on Employee Engagement and Employee Performance: A Study in IT Sector

Abstract

This research examines the interrelationship between employer branding with dimensions such as organizational leadership, and key organizational factors such as employer brand reputation, perceived organizational support, organizational trust, and work environment, within the IT sector. The study explores how these elements influence employee engagement and, ultimately, employee performance. 321 responses were gathered with the aid of an online questionnaire. Research study demonstrated that organisational leadership, employer brand reputation, perceived organisational support, organisational trust, work environment positively influenced employee engagement at work. Employee engagement produced positive outcome with respect to employee performance. The study uses cross-sectional data to analyze data from IT professionals, providing insights into how organizational leadership practices and a strong employer brand reputation can foster a positive work environment that promotes employee engagement and performance. This research contributes to a deeper understanding of the strategic importance of employer branding in the IT sector and offers practical recommendations for organizations aiming to optimize employee outcomes through enhanced leadership and organizational practices.