Employer branding as an antecedent to organisation commitment - an empirical Study of Manufacturing and service sector units

In light of the evolution in employer brand management practice, this paper aims to present an assessment of employer branding as an antecedent to organization commitment in varying organization environments. The presupposition is that the internal organization climate/environment of different industries (in this case manufacturing and service industry) vary considerably. The findings of the study confirm high levels of the three components of organisation commitment namely, affective commitment, continuance commitment, and normative commitment, and a very high score for employer brand. But contrary to the predictions, the inter-correlations for all the four components of the employer brand with the organizational commitment dimensions were very low. The organization climate of the manufacturing and service sector units exhibited a moderating role on the relationship between the variables. The employer brand components that were of intrinsic nature, including the dimensions of work life balance and culture had a more significant influence on organization commitment than those of extrinsic nature, like compensation and work environment. Implications for future research and management practice have also been discussed.