THE IMPACT OF EMPLOYER BRANDING ON EMPLOYEE PERFORMANCE

Currently, the focus of Employer Branding research is mainly targeted towards recruiting. However, Employer Branding also entails branding activities to existing employees and former employees. Purpose. Purpose of the research is to assess the current state of organizations according to the six principles for internal branding suggested by Scott Davis (Davis S., 2005) and evaluate their impact on the motivation of their employees. Findings. As findings, a causal model is provided to assess and measure the full impact of employer branding on employee performance and to provide a structure to scientifically assess the value of employee marketing initiatives. Research limitations. The limitation of the paper that it is still conceptual and will be empirically tested after the publication. Value. The research is providing a structure to a part of Employer Branding which has not been paid much attention to yet: the value of Employer Branding to existing employer-employee relationships.