Exploring the relationship between employer branding and talent retention: the mediation effect of employee engagement

Abstract

Purpose

This paper aims to investigate the relationship between employer branding (EB) and talent retention. The paper also analyses the mediating role of employee engagement in the association between EB and talent retention.

Design/methodology/approach

Partial least square structural equation modelling has been applied to carry out the analysis. The findings are based on the perceptions of IT professionals (n = 397) to assess the interrelationship between EB, employee engagement and talent retention.

Findings

The paper gives empirical insights on how employee engagement helps promote employer value offerings to the employee, which helps in the successful retention of employees. The results indicate that employee engagement partially mediates the association between EB and talent retention.

Practical implications

This study provides a clear direction to a diversity of practitioners working in IT firms. Building and maintaining sympathetic and emotional connections with co-workers, team leaders and higher managerial employees can help increase employee engagement. The findings can help business planners and managers focus their efforts on employer brand elements for successfully involving their workforce.

Originality/value

Authors believe this study is one of its kind to test the association between EB and talent retention mediated by the engagement level of employees. The present research study will help future academia delve into how EB can significantly impact the engagement and retention of existing employees.

Citation

Chopra, A., Sahoo, C.K. and Patel, G. (2024), "Exploring the relationship between employer branding and talent retention: the mediation effect of employee engagement", International Journal of Organizational Analysis, Vol. 32 No. 4, pp. 702-720. https://doi.org/10.1108/IJOA-02-2023-3638