Studying e-HRM Practices with Employer Branding: The Mediating Role of Human Resource Service Quality and Moderating Effect of Organizational Commitment

Abstract

The objective of this study to statistically investigate the relationship between e-HRM practices, and employer branding though mediating role of human resource service quality and moderating effect of organizational commitment. In order to keep up with the rapid development of computing power, human resources departments are using e-HRM strategies. Concurrently, employee branding has become an important tool for competing for and keeping top personnel in today’s tight job market. AI-driven HR practices to centralize HR procedures, enrich the employee experience, and boost performance as a direct result of the fast development of digital technology. To investigate the relationships in connection with the purpose matter, data were collected from the operational staff of top two commercial banks of Pakistan whtich were selected with based on its profitability. The cross-sectional five points and close-ended Likert scale was through questionnaire. The Sample size was selected as 559 and responses were received as 313 participants from the population size of 6440. Partial least square structural equation modeling was used to test the hypotheses by using PLS-SEM version 3.0. The study’s results highlighted that e-HRM practices have a positive and significant impact on human resource service quality and e-HRM practices has subsequently a strong predictor of employer branding, same as the organizational commitment has also subsequent significant impact on human resource service quality. Resultdently, the result of PLS-SEM analysis supports the hypothesis with significant signs of moderating relationship of organizational commitment between e-HRM practices and human resource service quality. The HRSQ mediates between e-HRM practices and employer branding. Further, the study’s findings also help to promote e-HRM practices in the banking sector of Pakistan as it is evident in findings of this study that the significant moderating relationship of organizational commitment on e-HRM practice and human resource service quality. Further this study recommends that that effective e-HRM practices lead to strong employer brands. In addition, the research implements the quality of HR services as driving factor in the correlation between e-HRM and employer brands.