The Role of Employee Expectations and Brand Promises in Forming the Employer Brand Experiences

Mazraeh, Shirin; Shaemi Barzoki, Ali; Safari, Ali

doi:10.22054/jmsd.2021.46994.3428

Document Type : Research Paper

Authors

¹ Ph.D. student in Business Administration, Department of Management, Administrative Sciences and Economics School, University of Isfahan, Isfahan, Iran

² Associate professor, Department of Management, Administrative Sciences and Economics School, University of Isfahan, Isfahan, Iran

https://doi.org/10.22054/jmsd.2021.46994.3428

Abstract

This paper aimed to examin how employer brand experience formed for talented employees and determine the effect of employee’s expectation and brand promise on forming the employer brand experiences.
The statistical population is talented employees who worked in active enterprises of Tehran labor market with mixed research method.This study is applied and survey research which was done with theme analysis from 25 interviews by using Nvivo 10 software and identified expectations, brand promises, and brand experiences from the talented employees point of view. The research hypotheses were tested with path analysis from 437 questionnaires by using SPSS 25 and AMOS 24 software.
Results revealed that employees expectations affected either through brand promise, or directly on brand experience. Also job experience affected on brand promise. In the other hand, brand promise affected either through brand experience, or directly on turnover intention. Although brand experience didn’t lead to job persistence, brand promise affected directly on job persistence.
The model found that employee’s expectations and employer brand promises had hierarchical structure. The concept of employer brand experience for employee included sum of employer brand images that they could remember from each touch points with organization.

Keywords

20.1001.1.22518037.1399.29.98.2.9

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Management Studies in Development and Evolution

The Role of Employee Expectations and Brand Promises in Forming the Employer Brand Experiences

References

References

Volume 29, Issue 98
February 2021
Pages 9-38

The Role of Employee Expectations and Brand Promises in Forming the Employer Brand Experiences

References

References

Volume 29, Issue 98February 2021Pages 9-38

Volume 29, Issue 98
February 2021
Pages 9-38