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

Does Employer Branding Retain Employees? Job Satisfaction as a Mediator

“…Analysing the sample of 98 companies operating in the Republic of Serbia, Mirić and Slavković (2022) determined a mediating effect of job satisfaction in the relationship between corporate reputation and employees' intention to stay. Barik and Jain (2023) found a positive association between brand and reputation and employee retention among employees in private academic institutions. The presented findings were the foundation for developing the following research hypothesis: H3job satisfaction mediates the relationship between employer reputation and employee retention.…”

Assessing Employer Branding Business Case and Proposing an Employer Brand Attractiveness Model

“…The generic reasons can be attracting and retaining talent or specific talent groups. Recent studies (e.g., Barik & Jain, 2023) have outlined that employer branding can directly impact employee retention. The authors mention that in the context of the pandemic and beyond, employees look at stronger employer brands that are more sustainable.…”