THE INFLUENCE OF EMPLOYER BRAND ON EMPLOYEES LOYALTY – THE MODERATOR EFFECT OF EMPLOYEES SATISFACTION

The successful operation of the organization is not based exclusively on customer sat­isfaction, but it is necessary to ensure the satisfaction of all relevant stakeholders. For an organ­ization, it is first of all important to provide value for its employees, as it will result in a greater degree of their satisfaction, loyalty and productivity, which further leads to value creation for consumers. Companies are making significant efforts to build a unique image in order to present it as a unique and desirable place to work, which can also be defined as an employer brand. The main goal of the paper is to determine whether the employer brand has a positive impact on employee satisfaction and loyalty. The results showed that the employer brand has a significant impact on employee satisfaction and loyalty, and that satisfaction has a positive moderator role.