This article investigates the relationship between employer branding and organisational performance, identifying the underlying mechanisms contributing to enhanced performance. Next, we analyse various aspects of employer branding, including its influence on talent attraction, employee engagement, retention, and overall productivity. Finally, we provide insights on how organisations can strengthen their employer brand to optimise performance. In the competitive labour market, employer branding plays a crucial role in an organisation's ability to attract and retain top talent, directly influencing organisational performance. This article examines the relationship between employer branding and organisational performance by exploring its effects on talent attraction, employee engagement, retention, and overall productivity. It also offers insights on strengthening an organisation's employer brand to optimise performance. Employer branding, an organisation's reputation as an employer, can provide a competitive advantage by creating a motivated, engaged, and productive workforce. A strong employer brand attracts high-quality candidates, reducing recruitment time and cost and ensuring a diverse and talented candidate pool. Organisational culture, work environment, compensation and benefits, growth opportunities, and corporate social responsibility contribute to developing a strong employer brand. Effective employer brand communication across multiple channels, such as corporate websites, social media, and job advertisements, is essential to attract top talent. Employer branding events and employee advocacy can further strengthen the brand. Assessing the employer brand's strength can help organisations identify areas of improvement and gauge their attractiveness in the job market. Employee engagement and satisfaction are closely linked to an organisation's employer brand. Factors such as leadership, job design, recognition and rewards, work environment, and opportunities for growth and development contribute to employee engagement and satisfaction. Assessing employee engagement and satisfaction can provide valuable insights into their perceptions of the organisation and commitment to its goals. Engaged and satisfied employees exhibit higher performance, productivity, and innovation levels, leading to improved organisational outcomes.

Author Biographies

Elena Gurgu, ''Spiru Haret University", Faculty of Economic Sciences, Bucharest, Romania

Associate professor PhD Elena Gurgu works at Spiru Haret University in Bucharest, Romania, Faculty of Economic Sciences, Department of Economic Sciences and has a double degree in Financial-Accounting Management and also in Commercial Law. She holds a master's degree in Marketing, a doctor’s degree in Economics and a post-doctorate in New Economy at the Romanian Academy in Bucharest. Between 2007-2015 she held the position of Vice-Dean of the Faculty of Marketing and International Economic Business, and from 2016 to 2017 she was Deputy Dean of the Faculty of Economic Sciences in Bucharest, Spiru Haret University. Since 2010, she has been working as an accredited trainer in entrepreneurship, as well as a long-term expert in projects with European funds. She is also a member of many national and international scientific and research organizations, associations and societies (eg IIGE, ARRP, AGER, IABC, ATINER, EBES, AEMB, IADCES, CPC-EW, ASA, ABC Journals, QUAM, RENET). Since 2016, she is the Deputy Editor-in-Chief of the Annals of Spiru Haret University. Economic Series, an international academic indexed journal and also editorial board member of many international journals. A well known professor in the international academic environment, she annually organizes national and international conferences and participates as a keynote speaker at international events. Author of books, book chapters and scientific academic articles in well-known international publishing houses and journals, she is also the coordinator of a master's program in Marketing, coordinating students and master's students in the completion of bachelor theses and dissertations in Management and Marketing. She is also a member of several commissions for awarding the doctorate degree of some foreign universities, as well as an international expert professor in the evaluation of doctoral theses for foreign universities. Her biography is published in the pages of Who is Who - Encyclopedia of Romanian Personalities. Clarivate Analytics ResearcherID: E-8516-2014 Publons: ORCID: SSRN: ResearchGate: Linkedin: Mendeley:

Valentin Kuleto, University Business Academy in Novi Sad

University Business Academy in Novi Sad, Faculty of Contemporary Arts, Belgrade, Serbia Information Technology School E-mail:



How to Cite

Gurgu, E., & Kuleto, V. (2023). THE IMPACT OF EMPLOYER BRANDING ON ORGANIZATIONAL PERFORMANCE: A COMPREHENSIVE ANALYSIS. Annals of Spiru Haret University. Economic Series, 23(2).