Unveiling the power of employer branding: enhancing talent retention through organizational advocacy
Asia-Pacific Journal of Business Administration
ISSN: 1757-4323
Article publication date: 10 December 2024
Abstract
Purpose
This study aims to explore the relationship between employer branding and talent retention, also examining the mediating role of organizational advocacy. Additionally, it investigates the moderating effect of supervisor support and coworker support in the connection between organizational advocacy and talent retention.
Design/methodology/approach
To achieve the objectives, a cross-sectional survey with convenience sampling was used to collect data from employees in the IT sector. PLS-SEM modeling was then employed to conduct the analysis.
Findings
The study revealed that dimensions of employer branding positively influenced organizational advocacy, supporting talent retention. Moreover, the study observed a significant moderating effect of supervisor support and coworker support concerning organizational advocacy and talent retention.
Practical implications
This study offers valuable insights for a wide range of IT professionals. The results emphasize the significance of employer branding in shaping organizational advocacy and talent retention. Additionally, the supportive attitude of supervisors and coworkers plays a crucial role in retaining talented employees within an organization. The study validates the connections between employer branding dimensions and key variables, aiding in the refinement of existing theories and the creation of new conceptual frameworks in organizational behavior and human resource management. These findings can help managers and practitioners improve employer branding to engage their workforce effectively.
Originality/value
The authors have advanced social exchange theory by studying the link between employer branding and talent retention. The paper highlights the uniqueness of their investigation, which explores how employer branding influences talent retention with a focus on organizational advocacy, influenced by the level of support from supervisors and coworkers. This study will be a valuable resource for future academia, revealing the significant impact of employer branding on organizational advocacy and talent retention.
Keywords
Acknowledgements
I, Shiwani Choudhary would like to express my profound gratitude to all those who have contributed to the realization of this paper. First and foremost, my deepest appreciation goes to Dr. Richa Joshi, my supervisor, for her unwavering support, invaluable guidance, and insightful critiques throughout the research process. Her expertise and encouragement were instrumental in shaping both the direction and conclusion of this study.
On a personal note, I am immensely thankful to my family for their understanding, patience, and encouragement throughout the duration of my paper. Their unwavering support has been a source of strength and motivation.
Lastly, I extend my gratitude to all the participants and organizations that willingly contributed their time and information to this research. This paper would not have been possible without their generous cooperation.
Citation
Choudhary, S. and Joshi, R. (2024), "Unveiling the power of employer branding: enhancing talent retention through organizational advocacy", Asia-Pacific Journal of Business Administration, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJBA-04-2024-0225
Publisher
:Emerald Publishing Limited
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