Investigating employer branding with mediation of trust and moderation of social media branding

IF 1.5 Q3 MANAGEMENT

Human systems management Pub Date : 2022-11-01 DOI:10.3233/hsm-220124

Faisal Qamar, Shuaib Ahmed

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引用次数: 0

Abstract

OBJECTIVE: Drawing on Edgar Schein’s cultural model and the social identity theory, this study attempts to establish an empirical relationship between organizational culture and employer brandwith mediation of organizational trust and moderation of employer social media branding. METHODS: The study, being quantitative in nature, used survey method to collect data from 106 employees of public sector universities of Pakistan. A conceptual framework was developed where we tested direct relationship between culture and brand using linear regression. The mediating role of trust and moderation of social media branding were tested with Jamovi statistics. RESULTS: The results suggest that organizational culture has a significant positive relationship with employer brand. Moreover, organizational trust mediates this relationship and employer social media branding emerged as a moderator. CONCLUSION: The study has multidimensional theoretical and practical contributions. It recommends that organizations should use multi-layered culture as an essential tool to develop and improve their employer brand, which can prove a source of attracting quality talent in the modern talent intensive market. This way, organizations can prove themselves as the best places to work. Further, organizations can strengthen their employer brand by improving the trust level between management and employees, and they can harness the matchless power of modern social media for their employer branding activities.

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雇主品牌与社会媒体品牌信任与适度的中介关系研究

目的:借鉴埃德加·沙因(Edgar Schein)的文化模型和社会认同理论，在组织信任和雇主社交媒体品牌调节的中介作用下，试图建立组织文化与雇主品牌的实证关系。方法:采用定量调查的方法，对巴基斯坦公立大学106名职工进行调查。我们开发了一个概念框架，使用线性回归测试文化和品牌之间的直接关系。采用Jamovi统计检验信任和适度对社交媒体品牌的中介作用。结果:组织文化对雇主品牌有显著的正向影响。此外，组织信任在这种关系中起中介作用，雇主社交媒体品牌在其中起调节作用。结论:本研究具有多方面的理论和实践贡献。建议组织应将多层次文化作为发展和提升雇主品牌的重要工具，在现代人才密集型市场中，多层次文化是吸引优质人才的重要来源。这样，组织就可以证明自己是最好的工作场所。此外，组织可以通过提高管理层和员工之间的信任水平来加强雇主品牌，他们可以利用现代社交媒体无与伦比的力量来开展雇主品牌活动。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Human systems management MANAGEMENT-

CiteScore

3.50

自引率

30.40%

发文量

期刊介绍： Human Systems Management (HSM) is an interdisciplinary, international, refereed journal, offering applicable, scientific insight into reinventing business, civil-society and government organizations, through the sustainable development of high-technology processes and structures. Adhering to the highest civic, ethical and moral ideals, the journal promotes the emerging anthropocentric-sociocentric paradigm of societal human systems, rather than the pervasively mechanistic and organismic or medieval corporatism views of humankind’s recent past. Intentionality and scope Their management autonomy, capability, culture, mastery, processes, purposefulness, skills, structure and technology often determine which human organizations truly are societal systems, while others are not. HSM seeks to help transform human organizations into true societal systems, free of bureaucratic ills, along two essential, inseparable, yet complementary aspects of modern management: a) the management of societal human systems: the mastery, science and technology of management, including self management, striving for strategic, business and functional effectiveness, efficiency and productivity, through high quality and high technology, i.e., the capabilities and competences that only truly societal human systems create and use, and b) the societal human systems management: the enabling of human beings to form creative teams, communities and societies through autonomy, mastery and purposefulness, on both a personal and a collegial level, while catalyzing people’s creative, inventive and innovative potential, as people participate in corporate-, business- and functional-level decisions. Appreciably large is the gulf between the innovative ideas that world-class societal human systems create and use, and what some conventional business journals offer. The latter often pertain to already refuted practices, while outmoded business-school curricula reinforce this problematic situation.