Employer Brand and Innovative Work Behaviour: Exploring the Mediating Role of Employee Engagement

Abstract

Over the recent decade, the employer brand has gained significant interest among academicians and practitioners and it highlights the labour market’s strength and uniqueness. However, from the employees’ perspective, employer brand outcomes are not rigorously studied and do not capture the entire scenario. Thus, this study postulates the role of employee engagement in the relationship between the employer brand and work behaviour. Four hundred responses were collected using judgemental sampling. The selected sample includes, Indian Informational Technology (IT) firms included in the “most attractive employer” titles chosen for the “Randstad Employer Brand Awards 2018”. The results indicate that the employer brand predicted innovative work behaviour, and employee engagement partially mediates the associations. The study has broader implications to the IT sector as it helps to understand the role of the employer brand in innovative work behaviour and facilitates the need for an internal employer brand that provides engagement and opportunities to be innovative.