The dynamics of the employee branding effect: The valuation of interpersonal relationships in organizational results

Focusing on competency management, the Employee Branding Effect process results from the increase of catalytic actions of the interpersonal relations domain, which stem from the informality created in social exchanges both inside and outside organizations, namely by the introduction of mentoring and helping relations between chiefs and headed. The Employee Branding Effect contributes to a real and concrete diagnosis of the organizational and relational environment of the organizations, by promoting and reinforcing the psychological contract between employees and the organization. The present study covered 30 organizations in the central zone of Portugal that responded to a questionnaire survey for Employee Branding Effect measurement. The results statistically show that the moderating effect of mentoring and helping relationships actions, from the informal domain over the formal domain of the organizations, confirm a positive increase of the employee branding process results when promoted by actions within the scope of the interpersonal relations.