Exploring the Relationship between Employer Branding and Employee Retention
The employment environment, nowadays, is becoming increasingly competitive. In such competitive environment, employer branding is fast emerging as a long term human resource (HR) strategy to attract and retain talented workforce. The purpose of this article is to determine the antecedents of employer branding from the perspective of current employees. Most studies are dedicated to the examination of employer branding as a talent attraction technique among potential employees. However, the present research examines the impact of employer branding on retention of existing workforce. The research develops a conceptual framework of antecedents and outcomes of employer branding. Using qualitative data from a pilot study of an IT giant, it provides insights as to how the predicted outcomes of employer branding can lead to increased retention among employees. The research also analyzes the role of employer branding in building brand advocates who spread positive word of mouth about the organization. Results of the qualitative interviews show positive relationship between outcomes of employer branding (job satisfaction and psychological contract) and employee retention. In addition, a positive relationship is found between employer branding and organizational commitment which in turn contributes towards development of brand advocacy. Academic and managerial implications are also discussed. The study accentuates the importance of employer branding construct and its potential to alleviate the imminent problem of employee attrition.