Employer Branding Aids in Enhancing Employee Attraction and Retention

ABSTRACT It has become a vital task for employers to attract and retain the talented pool of human capital. The human capital of a firm has proved itself a source which provides employers with a competitive advantage. In recent years employers have adopted certain practices aiming to attract talented employees. Employers spend a considerable amount of their resources on becoming an employer of choice. The researchers in the present study have adopted a scale in an attempt to study the employer branding factors influencing the attraction and retention of employees working in various banks (both private and government) in Delhi NCR, India. The study also attempts to observe the differences (if any) with respect to gender as well as government/private sector employees concerning employee attraction and employee retention. The results of the present study suggest market value and social value as the factors determining the employee attraction, whereas, career development and image as the factors determining employee retention.