BRIDGING THE GAP: EMPLOYER BRANDING, PSYCHOLOGICAL CONTRACT FULFILLMENT AND JOB SATISFACTION

Abstract

In today's competitive organizational environment, employer branding has also become a strategic tool not only for talent attraction but also to shape the attitudes and behaviors of current employees. Therefore, this research examines the mediating effect of Psychological Contract Fulfillment (PCF) between Perceived Employer Brand (PEB) and Job Satisfaction (JS), with attention to both intrinsic and extrinsic dimensions of satisfaction of existing employees. Based on Social Exchange Theory and Psychological Contract Theory, a quantitative questionnaire was administrated to 402 permanent employees from four major telecom service providers in Pakistan. Structural equation modeling was used for the analysis of the data. The findings showed that PEB had a positive effect on intrinsic and extrinsic job satisfaction, where PCF was found to partially mediate these effects. The results add to the theoretical expansion of employer branding by unveiling the psychological processes by which it affects employee attitudes. The research also offers practical contributions for HR managers seeking to enhance employee satisfaction by harmonizing branding efforts with stable and purposeful organizational practices.