(Universitas Sebelas Maret, Surakarta, 57126, Indonesia)
(2) Mugi Harsono
(Universitas Sebelas Maret, Surakarta, 57126, Indonesia)*Corresponding author
AbstractEmployee 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. KeywordsEmployer branding; Employee retention; Organizational commitment; Career development opportunities; Employee engagement
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DOIhttps://doi.org/10.33122/ejeset.v7i1.1422 |
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