Impact of Employer Branding on Employee Commitment and Satisfaction
: Moderated by Generation X and Y

  • Michelle Kaiser
  • Albulena Regjepaj

    Student thesis: Master, one year

    Abstract

    Current talent scarcity and a highly competitive labour market make employee retention essential for companies to achieve business success and growth. In order to maintain a competitive and stable workforce, organisations have adopted employer branding as a strategic tool for employee retention. A strong employer brand is characterized by social, economic, reputation, development and diversity value. Considering the dynamic and constantly changing nature of an organisation’s workforce, literature reveals that generational differences in values, preferences and demands concerning the workplace can occur. These differences can lead to different levels of employee commitment and satisfaction. The purpose of this dissertation is to explain how employer branding impact employee commitment and satisfaction. Further, this thesis aims to discover how these relationships are moderated by Generation X and Generation Y.This dissertation was conducted through a quantitative approach and with a deductive reasoning. A survey was distributed among employees in two German companies operating in the medical engineering sector. A total of 255 responses constituted the sample of this research. The findings show a direct effect of social, economic, reputation, development and diversity value, on employee commitment. In addition, social, economic, reputation and development value were found to influence employee satisfaction. Regarding the moderating effect, Generation X and Y did not appear to influence the majority of these direct relationships. However, generation was found to have a direct effect on employee commitment and satisfaction. Hence, this dissertation adds original value by providing new insights and meaningful contributions to the theory of employer branding and generational cohorts.

    Date of Award2019-Jul-05
    Original languageEnglish
    SupervisorElin Smith (Supervisor) & Jens Hultman (Examiner)

    Educational program

    • MSc in Business Administration specialising in International Business and Marketing

    Courses and Subjects

    • International business and marketing

    University credits

    • 15 HE credits

    Swedish Standard Keywords

    • Business Administration (50202)

    Keywords

    • employer branding
    • employee commitment
    • employee satisfaction
    • generational differences
    • generation x
    • generation y
    • generational cohort

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