Factors affecting Employee Branding on Employee Engagement of Commercial Banks in South Asia

Abstract

In present context of financial world, banks play a vigorous role by implementing new trends in the market. One bank could be ahead with another with their own identity of brand. Brand identity of a bank cost immensely and bank employees are the frontier communicators of a company. When company brand image highlights, eventually employee brand highlights; where organizations are able to grab the best of best human capital. Some organizations focus on employee branding more in depth, while other organizations have not even given any attention to it. Employee branding is about forming an identity, an image in the mindset of employees, so that they feel accepted and fulfill outcomes in alignment with brands promise to their valuable clientele. Employee branding is built through internal communications, recognition & rewards, training and development, selection and recruitment programs, leadership and sustainable implementations. Employee branding is not a single-employee concept. This relationship seems logical between both Human Resources and employees who are involved in engagement with employees and clienteles (Memon & Kolachi, 2012). However, employee branding and engagement could be measured in company NPS and profits ratios. Employee engagement is perceptible when, profit ratios are compared within same industry organizations. For this systematic review, secondary data of four South Asian commercial banks were selected and PRISMA method was used for data analysis. Throughout the report, importance of employee branding and employee engagement is explained. Furthermore, research clarifies the consequences between each selected variable and the outcomes of the analysis. In conclusion, this research could help for future studies and organizations to focus more on employee branding in order to enhance employee engagement.