Do employees benefit from employer branding strategy? The mediator role of affective commitment

Background: The modern business environment has caused a radical changes in all human resource management activities. In order to retain competent and talented workforce, organizations should manage job satisfaction, which imposes the need for well-designed implemented strategy. Purpose: This study aims examine role of affective commitment as mediator relationships between employer brand values satisfaction. Study design/methodology/approach: Empirical research was carried out on sample managers from 146 enterprises Republic Serbia, data collected using questionnaire technique. After implementing descriptive correlation analysis, we used simple multiple regression effects, Sobel Z test. Findings/conclusions: Our findings present empirical evidence mediating effects previously listed relationships. Limitations/future research: There are just three relevant development an branding strategy included this is acknowledged limitation. According models available literature, further will contain other components brand.