"THE INFLUENCE OF EMPLOYER BRANDING ON EMPLOYEE RETENTION: A STUDY OF KEY ANTECEDENTS AND ORGANIZATIONAL OUTCOMES"

Abstract

Amidst the intensifying competition for top talent, employer branding has emerged as a key strategic imperative for organizations aiming to attract, engage, and retain high-performing professionals. This paper is set to discuss the major antecedents and consequences of Employer Branding and understand how it affects Employee Retention. Based on employer attractiveness theories, signalling theory, and organizati

onal commitment models, the study examines and tests the following factors that have been considered as key antecedents of employer brand of an organization, namely organizational culture, leadership style, corporate reputation, and work-life balance. It also examines how a good employer brand creates greater levels of engagement by employees, job satisfaction, and ultimately retention. The method used to collect survey data about employees was the quantitative process that involved the use of questions and detailed interviews. Relationships among the variables have been evaluated with the use of statistical tools (regression analysis and structural equation modeling). Based on the findings, it was discovered that a positive employer brand has a significant effect on workforce retention, further facilitated by perceived organizational support and emotional commitment. The paper has a practical implication as it can be useful to HR professionals to reinforce the branding strategies, not only to access talent but also to improve employee loyalty. The study enhances the existing body of knowledge on strategic human resource management and gives a detailed guideline of how employer branding can be used as a long-term strategy for retaining talent.