IMPACT OF EMPLOYER BRANDING ON HRM SUSTAINABILITY IN HIGHER EDUCATIONS INSTITUTIONS: MEDIATING ROLE OF POSITIVE WORKPLACE POLITICS

Abstract

This paper examines how employer branding affects the sustainability of HRM within Pakistani institutions of higher learning, and more specifically, through the mediating aspect of positive workplace politics. The quantitative research design was used, and a structured questionnaire was used, which was based on the existing scale. Face-to-face surveys were used to collect data from 129 members of faculty and staff in a convenience sampling technique. Structural equation modeling was used to analyse the proposed hypotheses. The findings affirm that there is a strong positive direct influence of employer branding on HRM sustainability and positive workplace politics. On the other hand, positive workplace politics directly increase HRM sustainability. Additionally, the analysis showed that positive workplace politics partially mediate the relationship between the employer branding and HRM sustainability, which signifies its presence as a critical triggering mechanism. The results offer a practical map to the administrators of universities. The institutions should be strategic in investing in the establishment of a strong employer brand to have long-term sustainability in HRM. More importantly, leaders are to actively create an environment of positive politics, i.e., openness, trust, and equal influence, in order to generate the full payoff of their investments in employer branding and ensure a competitive edge in the academic talent market.