The interplay of brand and employer branding orientation on employee well-being : a grounded theory study of trust, psychological safety, and the psychological contract
Rivera Hernández, William (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024112529915
https://urn.fi/URN:NBN:fi:amk-2024112529915
Tiivistelmä
This thesis examines the impact of Brand Orientation (BO) and Employer Branding Orientation (EBO) on employee well-being, experience, and recruit-ment performance within a Finnish organization. The study’s background rests on the increasing importance of organizational branding in creating a fulfilling work environment and in attracting and retaining talent. By exploring how BO and EBO influence Organizational Trust (OT), Psychological Safety (PS), Vulnerability, the Psychological Contract (PC), and Polyvagal Safety (PVS), this research offers a multidimensional understanding of these interrelated factors across the employee lifecycle.
Using a constructivist Grounded Theory approach, data were collected to ex-amine employees' experiences from recruitment through retention. The findings reveal that OT extends beyond interpersonal interactions, emphasizing imper-sonal trust in organizational systems and policies as a stabilizing force, particularly in hybrid work environments. PS is seen as a dual-level construct, critical to both individual and team engagement, while vulnerability is reframed as a positive force fostering resilience, learning, and authenticity. The PC is depicted as a dynamic agreement, evolving as organizational and employee expectations shift, while PVS is introduced to highlight the neurophysiological foundation of well-being, showing how physiological safety promotes engagement, trust, and resilience.
Conclusions suggest that a cohesive BO and EBO contribute to an employee-centered culture that strengthens OT and PS, aligning employee experiences with organizational values. Recommendations emphasize the importance of aligning BO and EBO strategies with internal practices to improve recruitment, retention, and overall employee engagement. This thesis provides insights for organizations aiming to build resilient and well-being-oriented cultures that re-spond to the complexities of contemporary work environments.
Using a constructivist Grounded Theory approach, data were collected to ex-amine employees' experiences from recruitment through retention. The findings reveal that OT extends beyond interpersonal interactions, emphasizing imper-sonal trust in organizational systems and policies as a stabilizing force, particularly in hybrid work environments. PS is seen as a dual-level construct, critical to both individual and team engagement, while vulnerability is reframed as a positive force fostering resilience, learning, and authenticity. The PC is depicted as a dynamic agreement, evolving as organizational and employee expectations shift, while PVS is introduced to highlight the neurophysiological foundation of well-being, showing how physiological safety promotes engagement, trust, and resilience.
Conclusions suggest that a cohesive BO and EBO contribute to an employee-centered culture that strengthens OT and PS, aligning employee experiences with organizational values. Recommendations emphasize the importance of aligning BO and EBO strategies with internal practices to improve recruitment, retention, and overall employee engagement. This thesis provides insights for organizations aiming to build resilient and well-being-oriented cultures that re-spond to the complexities of contemporary work environments.