Employer branding and its impact on employee engagement: A literature review

Abstract

Employer branding has evolved as a significant tool in human resource management domain in the last twenty years. Most of the companies, nowadays, understands its importance and utilizes this as a strategic tool in employee selection, engagement and retention. Though a lot of research has happened in last two decades in this area, many key questions and issues still demand investigation. In this paper, a review of major researches is presented, which underlines the major developments that has been made during this period and finally few suggestions are provided for future research.