Role of Employer Branding Dimensions on Employee Retention: Evidence from Educational Sector

Noor Hadi,Shahjehan Ahmed

doi:10.3390/admsci8030044

Abstract

Owing to a “War for Talent” every organization is struggling for the best employer status. Thus, attracting, recruiting and retaining talented human capital is the primary focus of every organization. In this regard the aim of the present study is to answer the most frequent and recently asked question of what value(s) organization focus on the retention of their workforce? In so doing, Social Learning Theory and Reciprocity Theory were used as a theoretical background; to further proceed with the study, data was purposively collected from 204 respondents from educational institutes of Pakistan. Findings of the study revealed that development value has a substantial relationship with employee retention. Since, development of new knowledge and skills results in the improvement of one’s present job. Furthermore, limitations and implications of the study are discussed.

Highlights

Introduction and BackgroundOwing to the dynamic environment, among leading and competitive organizations, acquisition and retention of the best and qualified employees has become crucial for the survival of the organization and for gaining competitive advantage over other competitive organizations
Branding is a concept derived from marketing, and employer branding is defined as the process of applying branding principles to Strategic HRM, which is used to distinguish firms from competing firms by inviting, inspiring and engaging both potential, as well as existing employees (Backhaus and Tikoo 2004)
The scope of employer brand is constantly expanding and employee retention is an important aspect in the success of every organization

Summary

Introduction

Introduction and BackgroundOwing to the dynamic environment, among leading and competitive organizations, acquisition and retention of the best and qualified employees has become crucial for the survival of the organization and for gaining competitive advantage over other competitive organizations. Within a growingly saturated labor market employment and retention of premium human resources has become the core objective of businesses and employers (Collins 2001). This has started a talent acquisition war among organizations. Enterprises are focused on integrating the branding principles with the strategic human resource management strategies and practices. Branding is a concept derived from marketing, and employer branding is defined as the process of applying branding principles to Strategic HRM, which is used to distinguish firms from competing firms by inviting, inspiring and engaging both potential, as well as existing employees (Backhaus and Tikoo 2004). Employer branding is focused on a firm’s individuality and uniqueness. A number of studies have concluded organization as a brand only relates to organizational characteristics that may include quality and innovativeness, etc

Objectives

Methods

Findings

Discussion

Conclusion