Employer Branding and Talent Retention: A Study of the Health Sector in Jammu and Kashmir
DOI:
https://doi.org/10.53983/ijmds.v13n4.004Keywords:
employer branding, employee retention, health sector, frontline workers, SEM analysisAbstract
In the contemporary business environment, employer branding has become a popular strategy for the acquisition and retention of employees. Besides aiming to acquire the desired talent, it strives to retain the existing talent within the organisations. This study assesses the impact of employer branding on employee retention among frontline workers in the health sector of the J&K union territory of India. Data was gathered through a questionnaire method using a judgmental sampling technique. A total of 392 Valid responses were received out of the 583 questionnaires distributed. To assess the formulated hypotheses, SEM analysis was conducted using SmartPLS and the results reveal that all the dimensions of employer branding positively and significantly predict employee retention. While the study sincerely attempted to assess the impact of employer branding on employee retention, it suffers from the limitation of generalisability as the study results may not be applied to other sectors/regions.
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