Analysing Determinants of Employee Performance Based on Reverse Mentoring and Employer Branding Using Analytic Hierarchical Process

Abstract

The COVID-19 pandemic has forced companies to change the way they operate. It has accelerated the shift from conventional to digital business processes. Human resource management is at the centre of such extraordinary changes, where digital solutions can help employees to effectively manage them. Two major aspects that have grabbed the researchers’ attention here are reverse mentoring and employer branding initiatives. This paper is an attempt to test whether the determinants of employer branding and reverse mentoring influence employee performance at work also. An analytic hierarchical process has been applied to test the same. The findings reveal four key variables that boost employee performance. They are employee engagement, employee empowerment, developmental value and interest value. Based on the results, the study offers some useful insights to the leaders and policy makers on determining priority during policy formulation, developing work practices and building or encouraging a work culture.