Role of organizational image in employee engagement and performance

Purpose: The purpose of this paper is to investigate the role of organizational image in engaging employees and improving their performance. The study has explored the role of employee’s perception about the organizational image, and its linkage with the investment of employee’s energies into their work roles resulting in employee engagement (EE) and hence performance. Design/methodology/approach: Adopting a model that was built on the basis of research conducted in the form of surveys. By using cross-sectional data and following a quantitative research method, the study collected data from 701 managers in India holding various positions, in different industries. The study has used “Component-Based Structural Equation Modeling” by Smart PLS. Findings: The key findings of the study help employees as well as employers to have a thorough, comprehensive understanding to improve EE and their performance by creating a positive and consistent organizational image. Research limitations/implications: This study will be very useful for employers and policymakers to understand the value of organizational image in engaging the workforce effectively. Aligning with the organizational behaviors theoretical support, this study yields some important and useful suggestions for managers to engage and retain their workforce in the present dynamic work environment. Originality/value: The paper tries to focus on one’s perceptions of the organization and its linkage between EE and performance. The positive perception of employees reflects that they identify themselves and feel connected with the overall vision of the organization.