**7. Conclusion**

This research aimed to investigate the influence of employer branding dimensions on the affective organizational commitment of employees working in small and medium-sized enterprises operating in Croatia. Previous research that studied the indicated connection is scarce and fragmented, taking into consideration just a few elements of the employer brand, or the organizational commitment as a comprehensive construct, not observing its individual dimensions. In order to fill the identified research gap, the model was developed to test the link between 5 employer brand dimensions and affective organizational commitment. The results proved that for SME employees two dimensions have a significant influence: application value and interest value.

The development of affective organizational commitment is one of the most valuable feelings that an employer can gain from their workers because it translates into employee loyalty, increased motivation, and a desire to stay in the long run within the company. This is important for small and medium-sized enterprises that display informal organizational structure and approach to human resources management, and due to the lack of financial resources cannot compete with large organizations in offering stimulating compensation packages. The challenges that SMEs face are even bigger when operating in developing countries**.** Considering the turbulent and changing environment in which companies today operate, employees need to feel secure in

*The Influence of Employer Brand Dimensions on the Affective Organizational Commitment… DOI: http://dx.doi.org/10.5772/intechopen.112133*

their organizations in order to give their best and outperform their competition. Employer branding serves as an important link that connects human resources, internal communications, and marketing, therefore creating a synergy through which a unified message is sent to all the stakeholders while promoting an organization as a desirable place to work. Important theoretical and practical contributions arise from this study and are elaborated on in detail in the following section.

#### **7.1 Theoretical and practical contributions**

Several contributions emerge from the research. On the theoretical side, this is one of the first studies that aims to confirm the connection between the dimensions of employer brand and affective organizational commitment, at the same time placing the constructs in the context of small and medium-sized enterprises operating in Croatia, as a developing country. This research has shown that in small and mediumsized enterprises, two dimensions of the employer's brand are extremely important for the development of AOC: application value and interest value. The findings additionally support the theoretical basis of the study grounded on the resource-based view, social exchange theory, and psychological contract theory. The results of the study demonstrate that when an organization fosters an environment that enables employees to learn and express themselves in a creative way, at the same time feeling useful to the company and other stakeholders, psychological bonds will develop between them and their company. This research additionally improves the understanding of the employer branding concept from the standpoint of small and mediumsized enterprises and allows for a better understanding of which dimensions are most important to their employees. Another theoretical contribution that builds on the previous studies is in confirming that HR procedures and policies are needed at the organizational level, as to ensure the high satisfaction and loyalty of employees, and that includes SMEs as well, which often lack such practices [55].

On the practical side, the research can help human resources managers and key people in small and medium-sized enterprises by pointing out those elements that are important in creating a stimulating work environment in which employees want to stay in the long term. By understanding the concept of employer branding and the influence of its dimensions on affective organizational commitment, key people in SMEs can effectively manage talent within their organizations, despite the many constraints they face. This can also result in the development of a positive reputation and public image as a desirable employer. The research has demonstrated that by focusing on intangible benefits, primarily by allowing employees to apply their knowledge in different business situations and offering exciting, challenging, and creative work environments, SMEs can be competitive in the labor market and create positive employer brands. Knowing what employees look for in an organization is the key to fulfilling their needs, which could result in developing strong affective organizational commitment. Companies need to be aware that it is extremely important to put employees in the first place and give them a reason to stay within the organization—before someone else does.
