IMPACT OF EMPLOYER BRANDING AND CORPORATE REPUTATION ON ORGANIZATIONAL CITIZENSHIP BEHAVIOR

Abstract

This study examines how employer branding and corporate reputation influence Organizational Citizenship Behavior (OCB)—voluntary actions that contribute to organizational success. Employees' perceptions of these factors impact engagement, commitment, and discretionary efforts beyond formal job roles. A cross-sectional survey was conducted with 385 corporate employees using a structured questionnaire distributed via digital platforms. Employer branding was assessed based on attractiveness, reputation, benefits, and rewards, while corporate reputation was measured in terms of external recognition and internal alignment. Data analysis using IBM SPSS included reliability tests, correlation, and regression analysis. The findings reveal a strong positive correlation between employer branding, corporate reputation, and OCB. Employees in organizations with strong employer brands and reputations demonstrated higher commitment, initiative, and voluntary workplace behaviors. Regression analysis confirms that employer branding and corporate reputation significantly enhance OCB, reinforcing their strategic role in employee retention and performance. These insights emphasize the need for organizations to strengthen employer branding and corporate reputation to improve job satisfaction, engagement, and workforce stability. However, reliance on a quantitative approach and convenience sampling limits generalizability. Future studies should incorporate qualitative methods, larger samples, and industry-specific analysis. This research provides practical recommendations for HR professionals and business leaders to foster positive work cultures and align corporate reputation with employee expectations for sustainable growth.