EMPLOYER BRANDING, SYMBOLIC IMAGE AND ORGANIZATIONAL IDENTIFICATION: THE DYNAMICS OF BANKING SECTOR OF PAKISTAN

Abstract

The inclinations among workforces are diverse owing to the modifications in the current era’s working environment. Thus, it’s significant to indicate the elements that employees pursue by performing efficiently under the umbrella of that organization’s image and branding. This study intends to find out the relationship between Organizational Image (OI), Employer Branding (EB), and its effect on the current employees of the Banking Sector of Khyber Pakhtunkhwa, Pakistan’s attitudinal outcome i.e., Organizational Identification (OID). Besides, this research adopts the idea of organizational level image in terms of Symbolic image with employer branding by transforming it into a banking background, in an endeavor to advance the attitudinal outcome regarding current employee management. A quantitative study approach was administered. Questionnaires were distributed among the current employees of the banking sector and 232 respondents gave feedback on this research. Whereas, the result interprets a significant association between the various variables; organizational image (symbolic) and employer branding. Theoretical and managerial implication of the study depicts that employees’ attitudinal outcome in terms of organizational identification is the product of their employer’s image and branding. Accordingly, an image audit based on symbolic features will offer organizations a more comprehensive understanding of the components of their employer image, as well as how it differs from those of other firms in the same industry.