Does employer brand fuel job satisfaction? The role of intrinsic motivation

Abstract

The employer brand strategically positions companies as attractive workplaces to secure and retain top talent. Elements within the reward system, known as dimensions of the employer brand, are crafted to create unique working conditions fostering job satisfaction and employee motivation. This study is conducted in the Republic of Serbia with 195 participants. Results indicate a statistically significant and positive impact of the employer brand on job satisfaction and intrinsic motivation. Furthermore, the research explores the mediating role of intrinsic motivation, revealing its significant influence in enhancing the positive correlation between the employer brand and job satisfaction. This underscores the crucial role of intrinsic motivational factors in shaping employee satisfaction within the employer brand framework, highlighting the intricate relationship between these variables.

Keywords

• employer brand
• job satisfaction
• intrinsic motivation
• hrm