Employer Branding as a Predictor of Employee Retention

Abstract

Employer branding is most practicable technique without considering the size of the organization to acquire several benefits among their competitors in the world. Most of the organizations engage with higher competition with the talent retention in the present business world. Therefore main objective of this study is to identify the impact of employer branding to 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 apparel sector in Sri Lanka by using simple random sampling method. The primary data collected by using the structured questionnaire consisted of forty questions with seven point likert scales. Data was 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 results of the study showed that extent of the impact of employer branding to employee retention among executive level employees of apparel sector in Sri Lanka is at above average level with a high degree of dispersion. Finally The findings of the study, emphasize the organizational identification is the significant factor of the employer branding which was affect to employee retention among executive level employees of apparel sector in Sri Lanka. The employees like to define about themselves as an employee of their organization if that organization has good image within the industry.