A Conceptual Study on Employee Branding

Abstract

Employee branding is a transformative strategy that shapes how employees embody their organization's brand identity in their daily roles and interactions. By fostering a deep psychological connection, referred to as employee-brand identification, this approach inspires employees to align their behaviours with the brand's core values. Such alignment cultivates a vibrant culture where 'on-brand' actions become second nature, significantly boosting engagement, loyalty, and overall brand success. Organizations must develop a comprehensive conceptual model of the employee branding process to leverage this potential. The model illustrates the profound impact of the messages communicated to employees and the psychological mechanisms that enable them to interpret them effectively.