examine impact of factors of employee branding on employee retention, with mediation of organizational identification

Abstract

In the ever-changing modern world, Pakistani healthcare and educational organizations must find a way to draw and keep top talent while still providing outstanding services. The research investigates the effects on employee retention of a number of employer branding factors, such as pay, job security, authority, work-life balance, corporate social responsibility, and brand reputation. The mediating role of organizational identity is taken into account in order to fully evaluate this relationship and offer insights into the overall impact of these variables on staff retention within Pakistani firms that operate in the healthcare and education sectors, 130 employees make up the research sample. Employer branding, organizational identification, and employee retention are complex dynamics that require a solid theoretical framework, which this study provides by drawing on social identity theory, resource-based theory, signaling theory, and social exchange theory. Based on preliminary studies, it appears that healthcare companies are more affected by employee branding when it comes to staff retention than are educational organizations. In the end, the knowledge gained from this study project will have a significant impact on companies looking to improve their capacity to draw in and keep people, especially in Pakistan's crucial healthcare and education sectors.