The Influence of Employer Branding and Employees’ Personal Branding on Corporate Branding and Corporate Reputation

Escalating research on corporate branding and corporate reputation point to a potential correlation between the manner in which employees deliver the organisation's brand promise to external stakeholders and the success of an organisation. Insufficient research however exists on the extent of the influence of employees' brand on corporate reputation and the related managerial implications thereof. The purpose of this paper is thus to add to the body of knowledge in this field. To this avail, a survey-based study was conducted, comprising eight industries that broadly constitute the most important business sectors from the Top500 best managed companies in South Africa. Inferential statistical analysis conducted included exploratory factor analysis, Pearson's correlation coefficients and regression analysis. The results revealed significant relationships between employer branding, employees' personal branding, corporate branding and corporate reputation. This study provides evidence that employees have a direct influence on how stakeholders view and engage with the organisation. The findings emphasise the importance of employing people whose values, morals and personality align with that of the organisation in the employer branding process. The findings further demonstrate that organisations should recognise personal branding as a valid branding construct and encompass it in strategic decision-making processes.