Exploring the Relationship between Employer Branding and Organizational Commitmen

Abstract

Organizational commitment has been considered to be a key factor in influencing employees’ motivation, engagement, satisfaction and most importantly performance. It is this commitment that enhances employees’ motivation in achieving organizational goals and putting in effort that is beyond firms’ expectations. Considering the crucial importance of organizational commitment, this study aims to investigate the driving factors that affect organizational commitment of employees in the telecommunication sector. Indubitably, there has been plethora of research in the past relating to organizational commitment but this issue is still present in the organizations because the root cause hasn’t been identified yet. Thus, with the aid of existing literature and in-depth interviews with relative organizations, employer branding has been observed as the most driving factor impacting organizational commitment. The issue is not organizational commitment; instead it is the factor that is causing decline in commitment. Albeit, this sector has a major contribution in the country and has the potential of creating innumerable job opportunities, but it is now having serious challenges in retaining employees due to low organizational commitment. It has been observed that the concept of employer branding is missing in Pakistani organizations, especially in the service sectors, so the highlighting issues of this study are the dimensions of employer branding i.e. ethics and corporate social responsibility, training and development compensation and benefits, work life balance and healthy work atmosphere. Qualitative research techniques with aid of secondary and online research methods have been specifically used in this study to address the concerning issues and effects on the organization. The target population mainly covers the employees working in the contact centers in Lahore. Moreover, some practical implications and suggestions have been provided at the end to overcome the mentioned issues and their effect