THE INFLUENCE OF ORGANIZATIONAL CULTURE ON EMPLOYEE ENGAGEMENT AND EMPLOYER BRANDING IN THE ORGANIZED RETAIL SECTOR

Abstract

This paper examines the influence of organizational culture on employee engagement and employer branding in the organized retail sector. Previous research has established linkages between culture, engagement, and branding broadly, but little work has focused on retailers specifically. Using survey data from 245 retail managers and employees, we assessed cultural values and orientations along with perceived levels of staff engagement and external brand image. Results of regression analyses found that clan/team-oriented and adaptive/innovative cultural styles were significant positive predictors of employee engagement. Additionally, engagement mediated a positive relationship between these cultural types and employer brand image. The findings suggest that retailers embracing cultures of collaboration, participation, and change may see benefits in building an engaged workforce and attractive brand. This points to the need for greater attention to fostering “culture fit” as a driver of competitive advantage for retailers.

Keywords: Organizational culture, cultural values, employee engagement, employer branding, retail sector