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Assessing the relative importance of employer branding dimensions on retention of employees: A case of private schools of Karachi

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  • Faiza Sharif

    (Shaheed Zulfiqar Ali Bhutto Institute of Science & Technology (SZABIST).)

  • Saqib Sharif

    (Institute of Business Administration)

Abstract

This study explores several dimensions of employer branding namely work environment, social aspect, compensation structure, development value and knowledge sharing in terms of their impact on the retention of employees with varying job tenures within the private schools of Karachi. The results of descriptive analysis, Pearson correlation, t-tests of independent populations and regression analysis reveal that Social Aspect and Development Values are the two most preferred dimensions of the employer brand, followed by Work Environment. The results of this research can be used by the education industry in developing human resource policies and practices that cultivate a learning and growth oriented culture and resultantly strengthen the employer brand.

Suggested Citation

  • Faiza Sharif & Saqib Sharif, 2017. "Assessing the relative importance of employer branding dimensions on retention of employees: A case of private schools of Karachi," Business Review, School of Economics and Social Sciences, IBA Karachi, vol. 12(1), pages 71-88, January-J.
    • Handle: RePEc:aho:journl:v:12:y:2017:i:1:p:71-88
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