In this skilled and labour-intensive era, companies are trying to attract and retain
employees through the employer brand in order to gain competitive advantage. This
study investigates the impact of employer brand to increase the firms’ competitiveness
based in Azerbaijan. It investigates the mediation of organizational commitment and
recruitment efficiency (RC) in the association of employer brand and firm
competitiveness. Furthermore, the moderating role of online employee review
(OnERev) as a moderator in the relationship of employer brand and organizational
commitment is investigated. Data were collected from the employees of Azerbaijani
firms tagged on Glassdoor and assessed by former employees. The Structural equation
modelling was employed to test the hypotheses. This research adds the body of
knowledge on employer brand and firm competitiveness by establishing the
relationship of employer brand (EB) and firm competitiveness (FC) directly and
through the mediation of organizational commitment (OC) and recruitment efficiency
(RE) in developing countries. Finally, it contends that employer brand can improve
firm-level performance by increasing organizational commitment and RE.
Nevertheless, employee online reviews do not moderate the link between employer
brand and organizational commitment, considering that due to the high unemployment
rate, the employees of developing countries do not take into account the online
employee reviews during their working life and continue to work despite observing
negative reviews about their employer.
| ISBN: | 978-80-7678-202-0 |
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| EAN: | 9788076782020 |
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| Počet stran |
42 stran |
| Datum vydání |
30. 11. 2023 |
| Pořadí vydání |
První |
| Jazyk |
anglický |
| Vazba |
e-kniha - pdf |
| Autor: |
Aydan Huseynova |
| Nakladatelství |
Univerzita Tomáše Bati ve Zlíně |
| Tématická skupina |
999 - nezařazeno |
| Neprodejná publikace. Publikaci je možné poptávat zde: Voně dostupné na http://hdl.handle.net/10563/52479 |
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