THE IMPACT FACTORS OF EMPLOYER BRAND ON WORK ENGAGEMENT OF EMPLOYEE IN THE SERVICE SECTOR IN HCM CITY

Abstract

This research investigated the impact factors of employer brand (EB) on work engagement of employee in the service sector in Ho Chi Minh City. The sample consists of 342 samples and data was collected through direct surveys and via email, from June 2018 to July 2019. From data collected, the study is conducted to process and analysis of Cronbach's Alpha, EFA, CFA, SEM to test the scales and assumptions in the research model. The research results show that the measurement scale of EB includes economic value, development value, social value, pleasure value, application value and reputation value. The study also found a relationship between components of EB and work engagement of employee. From the results of this research, employers use EB values to attract employees, so they boost their work engagement.