Role of Employer Branding Dimensions on Employee Retention: Evidence from Educational Sector

TLDR

The “War for Talent” has made attracting, recruiting and retaining skilled workers a primary focus for organizations, with employee development recognized as a key factor for job improvement. The study seeks to identify which organizational values most effectively support employee retention. Using Social Learning Theory and Reciprocity Theory as theoretical lenses, the authors collected purposive data from 204 respondents in Pakistani educational institutions. Results show that a development value is strongly linked to employee retention, and the study also outlines its limitations and implications.

Abstract

Owing to a “War for Talent” every organization is struggling for the best employer status. Thus, attracting, recruiting and retaining talented human capital is the primary focus of every organization. In this regard the aim of the present study is to answer the most frequent and recently asked question of what value(s) organization focus on the retention of their workforce? In so doing, Social Learning Theory and Reciprocity Theory were used as a theoretical background; to further proceed with the study, data was purposively collected from 204 respondents from educational institutes of Pakistan. Findings of the study revealed that development value has a substantial relationship with employee retention. Since, development of new knowledge and skills results in the improvement of one’s present job. Furthermore, limitations and implications of the study are discussed.