Article Open Access

Effects Of Employer Branding On Employee Retention: The Mediating Roles Of Organizational Commitment, Career Development Opportunities, And Employee Engagement Among Educational Staff
(1) * giras astariatama Mail (Universitas Sebelas Maret Surakarta, Indonesia)
(2) Mugi Harsono Mail (Universitas Sebelas Maret Surakarta, Indonesia)
*Corresponding author

Abstract


Employee retention has become an important issue in higher education institutions due to increasing employee turnover and competition for qualified human resources. This study aims to analyze the effect of employer branding on employee retention through the mediating roles of organizational commitment, career development opportunities, and employee engagement at Tunas Pembangunan University Surakarta (UTP). This research employed a quantitative explanatory approach using Structural Equation Modeling–Partial Least Squares (SEM-PLS). Data were collected from 50 educational staff members through questionnaires using a Likert scale. The results indicate that employer branding significantly influences organizational commitment, career development opportunities, and employee engagement. However, employer branding does not directly influence employee retention. Career development opportunities and employee engagement significantly affect employee retention, while organizational commitment does not significantly influence employee retention. Furthermore, employee engagement and career development opportunities significantly mediate the relationship between employer branding and employee retention, whereas organizational commitment does not serve as a significant mediator. These findings suggest that employer branding strategies in higher education institutions should be integrated with employee development and engagement programs to improve employee retention.

Keywords


Employer branding; Employee retention; Organizational commitment; Career development opportunities; Employee engagement

   

DOI

https://doi.org/10.33122/ejeset.v7i1.1422 		      

Article metrics

Abstract views : 0

   

Cite

How to cite item
   

References


Ahmed, R., et al. (2022). Employer branding and employee engagement: The mediating role of employee retention. Journal of Human Resource Management, 15(2), 120–135.

Alves, P., et al. (2020). Employer branding and organizational commitment. International Journal of Organizational Analysis, 28(4), 765–782.

Alzaid, A., & Dukhaykh, S. (2023). Employer branding and employee retention in the banking sector. International Journal of Management Studies, 10(3), 45–59.

Backhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9(5), 501–517.

Bharadwaj, S., et al. (2021). Social exchange theory and employee retention. Human Resource Development Review, 20(2), 115–132.

Goyal, S., & Kaur, P. (2023). Employer branding and talent retention: Evidence from healthcare organizations. Journal of Organizational Effectiveness, 12(1), 77–92.

Hair, J. F., et al. (2019). Multivariate Data Analysis (8th ed.). Cengage Learning.

Henseler, J. (2016). Partial least squares path modeling. Computational Statistics, 48(2), 345–367.

Hussain, M., & Ullah, S. (2024). Organizational commitment and employee retention. Journal of Business Research, 18(1), 33–47.

Ilmawan, R., et al. (2023). Career development opportunities and employee retention. International Journal of Human Capital, 9(1), 44–58.

Meyer, J. P., & Allen, N. J. (1991). A three-component conceptualization of organizational commitment. Human Resource Management Review, 1(1), 61–89.

Rahman, A., et al. (2023). Turnover intention and organizational productivity. Human Resource Journal, 17(3), 90–108.

Reis, G., et al. (2021). Employer branding and employee loyalty. Journal of Management Development, 40(5), 420–435.

Schaufeli, W. B., et al. (2002). The measurement of engagement and burnout. Journal of Happiness Studies, 3(1), 71–92.

Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.

Thang, N., & Trang, T. (2024). Employer branding and internal employee perception. Asian Business Review, 14(2), 88–101.

Thao, P., et al. (2024). Employer branding and employee loyalty in developing countries. International Journal of Business Studies, 19(1), 54–69.


Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0