Employer branding and its benefits : an empirical study of South Korean multinational corporations that operate in the Middle East -

Abstract

Employer branding’s benefits were examined by verifying two hypotheses: The perception of employer branding leads to higher level of job engagement, and the perception of employer branding leads to a higher level of individual corporate social responsibility attitude. The South Korean MNCs operating in the Middle East region as a hundred employees participated in the examination. This research supported valuable insights to understand the competitive advantage of employer branding, enabling organizations working in the Middle East to manage their employee engagement effectively and favorable CSR attitudes.