Managing human resources through employer branding : assessing the impact on employees' citizenship behavior

Abstract EN

The application of a marketing framework on human resources management results in effective employer-employee relationships that engender satisfaction, commitment, engagement and better performance.

This study aims to explore the association and level of influence of employer brand attributes on organizational citizenship behavior.

To fulfill the stated objective, a review of the existing literature was conducted, with a survey analysis of 264 employees from 7 companies listed as the best employers in Algeria.

Results show a moderate level of significance of employer branding on organizational citizenship behavior.