Facets of talent retention: role of employee and employer branding as catalysts

This paper describes and examines a basis for better appreciation of employer branding efforts to attract and retain talent in IT industry. The purpose of the study is to highlight the prominence of employer branding exercise and its relationship with talent acquisition and talent retention in the IT industry. This is a descriptive research based on the survey method. The total numbers of responses obtained were 410. Convenience sampling technique was adopted. Sample unit consisted of employees of various designations working in IT industries. Structural equation modelling (SEM) analysis was used to endorse the research model. It was found that employer branding accentuates talent acquisition, employee engagement, employee branding and talent retention. The empirical results supported the facts that employer branding promotes employer attraction and employee engagement. Likewise, employer attractiveness and employee engagement sustain employee branding. In line with the literature, survey results supported the fact that employee branding encouraged talent retention. The empirical results are useful for companies to acquire a more complete, all-encompassing depiction about the modern concept of employer branding.