Title: Employer branding on the creation of anticipatory psychological contract

Authors: Santosh Basavaraj; H.R. Ramanath; Aashmi Gailani

Addresses: School of Business and Management, CHRIST (Deemed to be University), Bangalore, India ' School of Business and Management, CHRIST (Deemed to be University), Bangalore, India ' Hindustan Unilever Limited, Titanium, 1st floor, Shalimar Corporate Park, Vibhuti Khand, Gomti Nagar, Lucknow-226010 (U.P.), India

Abstract: The process of the psychological contract (PC) starts before the employee joins the organisation. The brand of the company remains in the mind of candidates who apply for the job. Considering this relation, this research work is carried out to offer a detailed analysis of the position of employer branding (EB) in the formation of anticipatory psychological contracts (APCs) among millennials. The empirical study was carried out with a sample size of 330 respondents who are studying post-graduation management studies; these students are about to join the corporates. The outcomes of this study show that EB significantly impacts the PC. EB has a strong influence on relational expectations as compared to transactional expectations and employee obligations among potential employees. This paper helps recruitment managers to understand the expectations of potential employees and their beliefs towards their employers during the pre-employment phase.

Keywords: employer branding; anticipatory psychological contract; APC; pre-employment phase; expectations; millennials.

DOI: 10.1504/IJMP.2022.121152

International Journal of Management Practice, 2022 Vol.15 No.2, pp.175 - 204

Received: 03 Aug 2020
Accepted: 22 Jan 2021
Published online: 28 Feb 2022 *

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