Impact of Employer Branding on Employee Retention

Abstract

The objective of the paper is to understand the definition and importance of employer
branding and its impact on the retention of employees in an organisation. The paper
also examines some of the strategies adopted by organisations to develop its employer
brand.

Organizations considered good employers have a strong identity and a positive image
in the market place. An employer should understand his employees as customers. For
this he should try and increase employee engagement, and identify employees with a
high performance. Employers should define their company brand with the following
questions (tri- branding):
1. Why do people stay with your company?
2. Why do they want to work for your company?
3. Who are yours stars
The paper gives a brief scenario and discussion questions to start a dialogue about the
importance of branding and retention to organizational success. It is divided into two
parts:
Part 1: approaches recruitment from a big picture perspective and discusses the
emerging need for organizations to build an employer brand.
Part 2: focuses on retention, and addresses the effect of a multigenerational and
diverse workforce on retention strategies.
Managers should understand the importance of employer branding and use it as a tool
to attract the best workforce.


Key words:
Employer branding, Employee engagement, Tri branding, Retention strategies