Navigating Digital Human Resource Management and Employer Branding: A Mediating and Moderating Analysis in Pakistan

Abstract

This study examines digital human resource management can improve software houses works, leading to better employer branding. It focused on 189 software houses in Pakistan. This study explores the relationships between digital HRM practices, employer branding, eHRM assessment, and HRM capability maturity. It demonstrates how digital HRM, as an independent variable, positively influences employer branding, with eHRM assessment serving as a key mediator in this relationship. Additionally, HRM capability maturity is identified as a significant moderator, affecting how eHRM assessment impacts digital HRM practices and, consequently, employer branding. The findings emphasize the importance of integrating advanced digital HRM practices and systematically assessing eHRM to align with and enhance employer branding efforts. The study also highlights the role of HRM capability maturity in optimizing these processes. However, it is limited by its focus on a single industry and geographic location, reliance on self-reported data, and a cross-sectional design. Future research could address these limitations by exploring diverse industries and regions, employing longitudinal and qualitative methods, and examining additional moderating and mediating factors. This study provides a foundational framework for further research into how digital HRM and eHRM assessment techniques can be strategically utilized to boost organizational branding and improve HR performance.