Employer Branding as a Predictor of Employee Retention

Abstract

: Employer branding is the most practicable technique without considering its size to acquire several benefits among their competitors in the world. Most of the organizations engage with the higher competition with talent retention in the present business world. Therefore the main objective of this study is to identify the impact of employer branding on employee retention among executive-level employees of selected large scale apparel firms in Sri Lanka. The study was carried out among the 245 executive employees of the apparel sector in Sri Lanka using a simple random sampling method. The primary data collected by using the structured questionnaire consisted of forty questions with seven-point Likert scales. Data were analyzed using bivariate analysis, correlation and regression analysis with the SPSS 22 version. Frequency analysis was used to recognize the sample profile, and regression analysis was used to examine the extent of the impact of employer branding on employee retention. The study results showed that the extent of employer branding’s impact on employee retention among executive-level employees of the apparel sector in Sri Lanka is at an above-average level with a high degree of dispersion. Finally, the study’s findings emphasize that organizational identification is the significant factor of the employer branding, which was affected to employee retention among executive-level employees of the apparel sector in Sri Lanka. The employees like to define themselves as an employee of their organization if they have a good image within the industry. The current research contributes towards literature by analyzing employer branding impact on employee retention among executive employees of selected large scale apparel firms in Colombo District.