Impact of Branding on Faculties' Retention: An Innovative Technology for Technical University Faculties of Odisha, India

Abstract

Getting and retaining good employees is always a challenge. The case is more significant for reputed Universities, where a few good teachers (professors) add value to the institutional brand. Organizational attractiveness, in such cases, is also because of some illustrious faculties. This paper analyzes the relationship and role of employer brand factors on citizenship behavior of faculties of universities of Odisha. Data collected from 350 faculty members, working in different universities of Odisha, through a structured questionnaire, were used to analyze the contribution of EB dimensions towards citizenship behavior of faculties. Results have shown that all the five employer branding factors like brand internalization, brand equity, institutional culture and reward and recognition of effort, motivation, career advancement opportunities have strong and positive impact on citizenship behavior. It revealed there is a valid association among employer branding dimensions and citizenship attitudes of faculties, like civic virtue, sportsmanship, conscientiousness and courtesy. It finds significant relationship of employer branding with citizenship behavior dimensions in attracting potential employees and employer branding act as an innovative technology to retain efficient faculty in this talent scarcity driven scenario among all technical universities for increasing potentiality of both engineering and general students.