The Influence of Employer Branding on Productivity-Related Outcomes of an Organization

The study aims to identify the significant outcomes of employer branding on organizational productivity and which organizational factors impact upon the relationship between the two. Data gathered from a survey of 369 Sri Lankan companies indicates that a well-developed employer branding strategy enables an organization to achieve significantly higher employee productivity-related outcomes than with a partially-developed or undeveloped strategy. Identifying the factors instrumental to the process affords an increased awareness of why this occurs, particularly in respect to the role of senior management in developing and driving the branding strategy, as well as understanding that its impact is largely ineffective until the brand image is fully developed and embedded in the internally and externally-focused identity of the organization. Although data was gathered from companies in one developing country it has practical implications for those managing employer branding programs through providing a greater understanding of the importance of organizational factors on brand strategy development in effecting the improved productivity