Article 03 - Employee Experience as the Heart of Employee Branding

Employee Experience = Employer Branding & Company Culture

Source by : Olah, (2023)

Kulkarni and Mohanty, (2024) indicated that the employee experience is shaped by the three workplace environments: physical environments, technological environments, and social environments. Internal Employer brand is the corporate reputation of the organization, communicated through different messages and actual workplace experience of the employees. Employee experience is sum of perceptions of employee across the journey with the employer. The employee experience should fulfil employee expectations as communicated by the employer brand. The alignment of employee experience and internal employer brand is essential for attracting and retaining of the talent. A strong alignment between these two elements acts as a competitive advantage in the talent market. This study is aimed at understanding impact of the employee experience on internal employer brand and consequences of internal employer brand on intention to join and intention to stay with the organization, in a manufacturing industry.

Source by : Kulkarni and Mohanty, (2024) Framework of Employee Experience and Internal Employer Brand relationship

Internal employer brand refers to the activities and strategies implemented by the employer focused on the existing employees. Internal Employer brand is defined as the effect of the employee experience defined by these environments at workplace. The employer brand is considered as combination of internal factors that lead to a positive reputation of the workplace and the employer.


What is Employee Experience

Source : (Aihr.com, 2025)

Organizations use employee experience, a comprehensive personnel management strategy, to make sure that their staff members have the resources they require to flourish in their roles.A work environment that promotes both job happiness and employee productivity is fostered by effective employee experience management.

Organizations prioritize fostering a positive employee experience (EX) throughout the entire employee journey, from recruitment to performance evaluation, to enhance talent acquisition and retention. (www.macorva.com, n.d) Individual development plans, flexible working conditions, personalized communication, and individual motivation systems can develop within the organization to enhance the employee experience.

Srinivasaiah introduced an integrated strategy to boost employee experience by focusing on five essential stages in 2024. The research showed how these stages are linked while stressing the need for personalization along with creating a continuous learning environment and using technology to improve employee experience. (Srinivasaiah, 2024)

Five essential stages to boost employee experience (Srinivasaiah, 2024)

1. Continues Process Integration – Certifying consistency and smooth evolutions throughout every stage of the employee experience journey.
2. Personalization of Experience - Identifying the individual needs and their expectation throughout their work life
3. Continues development - Provide professional targets to individual employees to achieve work-life balance and foster their professional and personal growth.
4. Feedback - Establish strong communication channels that enable prompt attention to employee insights and concerns.
5. Measurements and analysis - Performance measurement and evaluation involve creating metrics to assess the impact of EX initiatives on organizational performance and key success indicators. The Power of Employee Experience on Business OutcomeSource: Understanding Employee Experience: The Ultimate Guide for Businesses, (2025)
   
   
   Andrews, (2023) suggest that the Cultivating an outstanding employee experience is crucial for business success, as it impacts professional passion, customer centricity, shared values, commitment, and purpose. Diversity, equity, inclusion, and social impact efforts can transform workplace culture, improving engagement, career development, retention, and happiness A supportive work environment, leadership, and fulfilling job foster engagement, productivity, and retention, leading to higher profitability, customer happiness, and stronger brand reputation, fostering innovation and trust.Employee experience meaningfully impacts job satisfaction, psychological wellbeing, and organizational commitment. Cultural and physical experiences significantly influence commitment, while technological experience doesn't. Prioritizing employee experience in strategic planning positively affects business performance. Studies show a link between employee experience metrics and customer experience, with employee engagement influencing organizational commitment and effectiveness. Focusing solely on financial metrics can hinder lasting success.Minkyung Lee and Boyoung Kim (2023) conducted a study on the "Effect of Employee Experience on Organizational Commitment: Case of South Korea." Their research aimed to examine the impact of employee experience on job satisfaction, psychological well-being, and organizational commitment among corporate employees, analyzing the relationship between employee experience factors and organizational commitment.

• Conclusion
  
  A strong employer brand rests upon employee experience, which includes physical spaces, technological systems, and social dynamics that influence how employees perceive their path within the organization. Research findings reveal how crucial it is to fulfill employees' needs and expectations alongside their wish to be valued. When an employer brand's promises match with a supportive and growth-focused culture, it results in better business results and stronger brand reputation along with improved productivity. Organizations that put employee experience first gain a competitive advantage in the talent market.
  
  

 

 Reference List 

Aihr.com. (2025). Available at: https://www.aihr.com/wp-content/uploads/Employee-Experience-The-Three-Approaches.png [Accessed 29 Mar. 2025]. 

Andrews, A. (2023). How Employee Experience Moves The Needle For Business Outcomes. [online] Forbes. Available at: https://www.forbes.com/councils/forbeshumanresourcescouncil/2023/10/25/how-employee-experience-moves-the-needle-for-business-outcomes/ [Accessed 17 Mar. 2025].

Kulkarni, M. and Mohanty, V. (2024). Employee Experience and Internal Employer Brand: An Employer Brand Assessment in Manufacturing Industry. [online] 20(1), pp.62–73. Available at:https://www.researchgate.net/publication/382597709_Employee_Experience_and_Internal_Employer_Brand_An_Employer_Brand

Minkyung Lee and Boyoung Kim (2023) has made study on “Effect of Employee Experience on Organizational Commitment: Case of South Korea, Behav. Sci. 2023, 13(7), 521; https://doi.org/10.3390/bs13070521.

Olah️ S. (2023). Imagine a CHRO telling you, ‘We have different priorities than Employee Experiences design.’ I was like, okay, good thing I didn’t even think about the job you approached me with a couple of months ago.

 [online] Linkedin.com. Available at: https://www.linkedin.com/pulse/employee-experience-employer-branding-company-culture-szilvia-olah [Accessed 17 Mar. 2025].

Srinivasaiah, B. (2024). A Positive Employee Experience: An Approach from Recruitment to Retention. Journal of Global Economy, Business and Finance, 6(12), pp.23–27. doi:https://doi.org/10.53469/jgebf.2024.06(12).05

Understanding Employee Experience: The Ultimate Guide for Businesses. (2025). Macorva.com. [online] doi:https://doi.org/104025409351/1741884443763.

Veldsman, D. (2022). Employee Experience Design: All HR Needs to Know. [online] AIHR. Available at: https://www.aihr.com/blog/employee-experience-design/.

www.macorva.com. (n.d.). Understanding Employee Experience: The Ultimate Guide for Businesses. [online] Available at: https://www.macorva.com/employee/what-is-employee-experience.