Influence of Employer Branding on Employee Retention

Abstract

Employer branding is the strategic effort by which a company shapes and projects its image as an employer. It encompasses the organization's culture, values, work environment, and overall reputation, aimed at attracting and retaining top talent. Employer branding exerts a significant impact on employee retention by fostering a sense of belonging, purpose, and satisfaction among employees. When a company's values, culture, and opportunities are clearly communicated and aligned with employees' aspirations, it creates a more positive and fulfilling work environment. Employee engagement and loyalty are increased by a good employer brand, increasing the likelihood that employees will stick with the company. When employees feel valued and motivated, job satisfaction rises, and turnover rates fall. Effective employer branding can establish an emotional connection between employees and the company, making them more invested in its success and encouraging them to build long-term careers within the organization. This research demonstrates how employer branding affects employee retention. It identifies various factors that come under employer branding that maybe or will have an effect on employee retention. The study has been carried out in a company located in Bangalore on a convenience same of 60 respondents through the distribution of structured questionnaire to the employees of the company. Investigating the effect of business branding on employee retention is one of this study's main goals.to examine the elements that influence employee retention in employer branding and to assess the relationship between employer branding and retention. Chi-Square, Correlation, and Regression are the methods for data analysis used. The result shown in chi-square is, employer branding has a significant influence in Employee Retention. Employer branding and employee retention are significantly correlated, according to correlation analysis... And in Regression, it shows that employer branding is a major predictor of employee retention, where company contributing in training and development is the major predictor of employee retention. In conclusion this study conveys that every organization should brand itself in order to retain its employees and use various factors that can be used to retain the employees.