DefinePK

Abstract

The motive of this research is to investigate statistically the mediating role of employer branding between e-HRM practices and employees’ behavior, e.g., affective commitment, organizational citizenship behavior, and turnover intention. The statistical data for this research study were collected from the three larger banks in Pakistan. These three banks were selected based on profitability. The data was examined through different statistical techniques such as cross tabulation, descriptive statistics, correlations, and hierarchical linear modeling for data analysis and hypothesis testing. The results found full support for mediation. E-HRM practices are positively connected with employer branding, and employer branding is found as positively related with OCB, affective commitment, and negatively related with turnover intention. Resultantly, the result of the hierarchical linear modeling supports the hypothesis with significant signs of a mediating relationship. The results reveal that employees’ perception of employer branding at the workplace is highly dependent on the way he is being treated by their immediate supervisor, and this perception leads them to show various positive behaviors at the job. This research also provides important recommendations at the end of this study.