Assessing the Nexus Between Employer Branding and Employee Retention: Moderating Role of Organizational Identification

Abstract

The purpose of this study is to examine the relationship between employer branding and employee retention. Moreover, this article investigates the moderating effect exerted by organizational identification in the relationship between employer branding and employee retention. The research is cross-sectional with the data gathered from Indian IT employees through a self-administered questionnaire. The data were analysed using regression and PROCESS Macro. The findings provide empirical insights on how employer branding helps in transferring to retaining employees. Also, the moderation analysis highlights the importance of organizational identification in ensuring employees’ long-term association with an organization. The results explicate the criticality of a positive identity in strengthening the effect of employer branding on employee retention. Despite numerous studies, the literature lags in understanding the role of organizational identification as a catalyst in the relationship between employer branding and employee retention.

Addressing employee turnover in retail through CSR and transformational leadership

“…OI (α 5 0.84): We used the six-item scale developed by Mael and Ashforth (1992) adopted previously (e.g. Khan et al, 2021) for estimating OI. One of the items is "When someone praises this organization, it feels like a personal compliment.…”

“…Many authors (e.g. Khan et al, 2021) consider EB as a job resource. Agarwal et al (2022) recommend organizations use EB as a crucial job resource to help employees overcome challenges posed by crises like the COVID-19 pandemic.…”

“…Historically, EB has been found to influence employee-level constructs like ITS (e.g. Khan et al, 2021). In their investigation covering retailers under financial services, food and chain stores, Davies (2008) concluded that a robust employer brand is a reason to continue working with an organization.…”

Factors Affecting Employee Retention: Proposing an Original Conceptual Framework

“…In the modern economy of rapid technological advancements (e.g., machine learning, artificial intelligence, blockchain, industry 5.0, etc. ), in which knowledge constitutes one of the most valuable organizational resources, the need to retain skilled employees becomes more and more persistent (Narayanan et al, 2019;Khan et al, 2021). In that context, organizations constantly compete on retaining their employee base and avoid high turnover rates (Kim et al, 2020).…”

“…Moreover, the present study focuses on internal factors, that organizations can really influence, and not on employee characteristics (e.g., like Alhmoud and Rjoub, 2020) that are beyond their reach. This approach has been adopted by numerous previous empirical attempts, published in esteemed journals (e.g., Bharadwaj and Yameen, 2020;Kim et al, 2020;Khan et al, 2021;Choi, 2020;Steiner et al, 2020).…”