Abstract
The purpose of this paper is to empirically examine, the relationship between employer branding attributes and transformational leadership on talent retention in telecom sector of Pakistan. This study involves the data collected from questionnaire.
 The respondent were employees and employers of telecom industry of Pakistan. Our sample size comprise of 250 employees includes both male, female of different age group out of which data from 181 respondents were entered into Statistical Package for the Social Sciences SPSS-19. Data are analyzed by means of descriptive statistics, bivariate correlations and regression through SPSS-19 and Smart PLS.
 Our findings indicate that employer branding attributes like reward strategy, people orientedness, and perceived organizational support are positivity relation with talent retention whereas the training and development is not showing significant relation with talent retentions. Mediating effect of transformational leadership is proved.
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