The Mediating Role of Job Satisfaction in the Effect of Employer Brand on Organizational Commitment

Purpose – The main purpose of this study is to examine the effect of employer brand on job satisfaction and organizational commitment, as well as the mediating role of job satisfaction between employer brand and organizational commitment. Design/methodology/approach – The study was carried out with the participation of 141 employees of a firm operating in the construction sector, which can be reached convenience sampling method in November-December 2019. Correlation and regression analyzes were made with the SPSS 26 program in line with the data obtained by the survey. Findings – According to the results of the analysis, it was determined that the employer brand positively affected the job satisfaction and organizational commitment and there were strong positive relations between all variables. In addition, job satisfaction has been found to have a partial mediating effect between employer brand and organizational commitment. Discussion – The “employer brand”, which is one of the most important issues in terms of labor competition in recent years, can provide an advantage to organizations with increase the loyalty of existing employees to their organizations, and create a perception on potential workforce as suitable place to work and attracting them. According to the results of this study, employer brand plays a role as an effective variable in increasing employees' level of satisfaction with their job and their commitment to their organizations.