The role of employer branding in enhancing employee performance in the banking sector

Abstract

<p><span style="font-weight: 400;">In the increasingly competitive context of human resource acquisition in Vietnam’s banking sector, Employer Branding (EB) has become a crucial strategy for attracting, retaining, and developing high-quality personnel. This study aims to examine the impact of employer branding on employee performance through the mediating role of Employee Retention (ER) and the moderating role of Interdepartmental Communication (IC). Data were collected from 219 employees with working experience ranging from 01 to 05 years at seven Vietnamese commercial banks. The research hypotheses were tested using the PLS-SEM method. The findings suggest that employer branding has a positive impact on both employee performance and retention, while employee retention has a weak positive effect on employee performance. Interdepartmental communication does not moderate the relationship between employee retention and employee performance. This study contributes to expanding the theoretical understanding of employer branding within the banking sector in Vietnam and provides managerial implications for enhancing human resource effectiveness through employer branding strategies. </span></p>