FROM EMPLOYEES TO BRAND AMBASSADORS: THE INTERPLAY OF EMPLOYER BRANDING, EMPLOYEE ENGAGEMENT, AND CONSUMER PERCEPTIONS

Abstract

This study examines the complex dynamics between employer branding and employee engagement by investigating the mediating role of consumer perceived value and the moderating effect of internal communication effectiveness (ICE). Grounded in Social Exchange Theory (SET) and Communication Accommodation Theory (CAT), the study proposes that when organizations invest in strong employer branding, it not only enhances how consumers perceive value but also fosters greater employee engagement. Using a structured survey administered to employees in service-based organizations, data was analyzed through Hayes' Process Macro (Model 4 &1) to test the moderated mediation model. Findings reveal that consumer perceived value significantly mediates the relationship between employer branding and employee engagement. Moreover, ICE strengthens the indirect effect, indicating that when internal communication is clear, consistent, and adaptive, the impact of employer branding on perceived value, and subsequently on engagement is amplified. This research contributes novel insights into how consumer-oriented branding strategies translate into internal workforce outcomes, offering implications for both marketing and human resource practices. Limitations and avenues for future research are also discussed.

Keywords: Employer Branding, Consumer Perceived Value, Employee Engagement, Internal Communication Effectiveness.