Employer branding and talent retention: perceptions of employees in higher education institutions in Uganda
Industrial and Commercial Training
ISSN: 0019-7858
Article publication date: 10 May 2018
Issue publication date: 10 August 2018
Abstract
Purpose
The purpose of this paper is to examine, empirically the relationship between employer branding attributes of reward strategy, people orientedness and; leadership and development on talent retention in institutions of higher learning in Uganda.
Design/methodology/approach
In a cross-sectional study, data were obtained form 218 respondents from two public universities. Confirmatory factor analysis (CFA) and structural equation modeling were employed to analyze the data.
Findings
The paper has two major findings: first, CFA maintained three dimensions of employer branding, namely; reward strategy, people orientedness and; leadership and development; and second, only reward strategy and people orientedness emerged as significant predictors of talent retention.
Originality/value
The results suggest that institutions of higher learning that embrace reward people orientedness strategies as measures for employer branding succeed in retaining their employees for longer.
Keywords
Citation
Matongolo, A., Kasekende, F. and Mafabi, S. (2018), "Employer branding and talent retention: perceptions of employees in higher education institutions in Uganda", Industrial and Commercial Training, Vol. 50 No. 5, pp. 217-233. https://doi.org/10.1108/ICT-03-2018-0031
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited