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Assessing the Nexus Between Employer Branding and Employee Retention: Moderating Role of Organizational Identification

Author

Listed:
  • Nawab Ali Khan
  • Shubhangi Bharadwaj
  • Aaisha Khatoon
  • Mohd Tariq Jamal

Abstract

The purpose of this study is to examine the relationship between employer branding and employee retention. Moreover, this article investigates the moderating effect exerted by organizational identification in the relationship between employer branding and employee retention. The research is cross-sectional with the data gathered from Indian IT employees through a self-administered questionnaire. The data were analysed using regression and PROCESS Macro. The findings provide empirical insights on how employer branding helps in transferring to retaining employees. Also, the moderation analysis highlights the importance of organizational identification in ensuring employees’ long-term association with an organization. The results explicate the criticality of a positive identity in strengthening the effect of employer branding on employee retention. Despite numerous studies, the literature lags in understanding the role of organizational identification as a catalyst in the relationship between employer branding and employee retention.

Suggested Citation

  • Nawab Ali Khan & Shubhangi Bharadwaj & Aaisha Khatoon & Mohd Tariq Jamal, 2021. "Assessing the Nexus Between Employer Branding and Employee Retention: Moderating Role of Organizational Identification," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 46(4), pages 379-398, November.
    • Handle: RePEc:sae:manlab:v:46:y:2021:i:4:p:379-398
    DOI: 10.1177/0258042X211005330
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    References listed on IDEAS

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    2. Mohamed Wahba & Dalia Elmanadily, 2015. "Employer Branding Impact on Employee Behavior and Attitudes Applied Study on Pharmatecual in Egypt," International Journal of Management and Sustainability, Conscientia Beam, vol. 4(6), pages 145-162.
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    4. Noor Ul Hadi & Shahjehan Ahmed, 2018. "Role of Employer Branding Dimensions on Employee Retention: Evidence from Educational Sector," Administrative Sciences, MDPI, vol. 8(3), pages 1-15, August.
    5. Kucherov, Dmitry G. & Zamulin, Andrey L., 2016. "Employer Branding Practices for Young Talents in IT-Companies (Russian Experience)," Conference Papers 8678, Graduate School of Management, St. Petersburg State University.
    6. Tsarenko, Yelena & Leo, Cheryl & Tse, Herman H.M., 2018. "When and why do social resources influence employee advocacy? The role of personal investment and perceived recognition," Journal of Business Research, Elsevier, vol. 82(C), pages 260-268.
    7. Geeta Rana & Ravindra Sharma, 2019. "Assessing Impact of Employer Branding on Job Engagement: A Study of Banking Sector," Emerging Economy Studies, International Management Institute, vol. 5(1), pages 7-21, May.
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    2. Barbara Sypniewska & Małgorzata Baran & Monika Kłos, 2023. "Work engagement and employee satisfaction in the practice of sustainable human resource management – based on the study of Polish employees," International Entrepreneurship and Management Journal, Springer, vol. 19(3), pages 1069-1100, September.

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