Abstract
This study explores several dimensions of employer branding namely work environment, social aspect, compensation structure, development value and knowledge sharing in terms of their impact on the retention of employees with varying job tenures within the private schools of Karachi. The results of descriptive analysis, Pearson correlation, t-tests of independent populations and regression analysis reveal that Social Aspect and Development Values are the two most preferred dimensions of the employer brand, followed by Work Environment. The results of this research can be used by the education industry in developing human resource policies and practices that cultivate a learning and growth oriented culture and resultantly strengthen the employer brand.
Highlights
1.1 Background The business environment is characterized by stiff competition and fast paced change
Organizations can be seen relying on human resources to provide the basis for sustainable competitive advantage
Employer branding plays a major role in attracting a talented workforce for the organization Wilden et al (2010) and positively influences the current employees instilling in them a sense of pride resulting in greater retention and less turnover Judson et al (2006)
Summary
1.1 Background The business environment is characterized by stiff competition and fast paced change. Additional benefits of strong employer branding include more potential applicants, more internal recruitments, less time consumed in hiring, lower costs, reduced absenteeism and increased job satisfaction. This has a positive impact on the organization’s product or services and the reputation of the corporate brand Beardwell and Claydon (2007). Employer branding plays a major role in attracting a talented workforce for the organization Wilden et al (2010) and positively influences the current employees instilling in them a sense of pride resulting in greater retention and less turnover Judson et al (2006)
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