Impact of Employer Branding on Employee Retention During COVID-19: An Empirical Study on Private Academic Institutions

Abstract

In the present scenario of COVID-19 pandemic, where employability and job security are at stake, employees are interested to work in an organisation with high brand value so that their future is secured enough to deal with the economic situation of the country. Be it in India or any other country, employee always want to get attached to a brand so that their self-market value increases. It is believed that employee attached to a bigger brand is in more demand when it comes to recruiting candidates for an organisation. Likewise, bigger brands having diversified businesses are less prone to fluctuate economically in adverse situations like COVID-19. Employer branding is an important element when it comes to retaining employees. Employees retain themselves with a brand to increase their market value. So employer branding along with its dimensions is believed to affect employee retention to a greater extent during this pandemic. The authors have found out number of dimensions related to employer branding and tied to link those dimensions with the employee retention to find out if there exists any relation between them. The authors have conducted this study in private organisations especially academic firms in India. The basic objective of the study is to identify the dimensions of Employer Branding during COVID-19. The main objective is to identify the impact of Employer Branding on Employee Retention during this pandemic. A structured questionnaire was designed to collect data on the dimensions related to Employer Branding. The sample size of the study is 450. The convenient sample technique was used for data collection. Correlation, Regression and ANOVA technique is used for hypothesis testing. It is found that there exists positive relationship between various dimensions of Employer Branding and Employee Retention & there is a positive impact of Employer Branding on Employee Retention during COVID-19