Abstract:
The subject of employer branding and its impact on employee perceptions is
attracting great interest from researchers and practitioners. The main aim of this
research is to explore the influence that employer branding has on employee
retention. A detailed literature review of core and contemporary academic
contributions on the subject areas was carried out and there were seven key
themes identified within employer branding literature, which were: brand values,
induction and training, internal brand communication, organisational culture,
rewards and benefits, brand commitment, and employer brand management.
Overall analysis of the literature review indicates that employer branding is
integrated into the organisation and the various employer brand attributes, and
along with the organisation’s culture, holds value for employees and contributes
to them staying employed within the company. These findings, along with
previous research, allow the conclusion that employer branding does have a
clear influence on employee retention. Scope for future research could include
undertaking quantitative research testing the devised conceptual framework, in
addition to looking in more depth at the seven key themes identified within retail
employer branding to find out which brand attributes are valued the most by
employees. Moreover, other service organisation set-ups could be researched in
a similar way to see if results are similar between services organisations, and the
results can then be generalised across the service sector
