Employer Branding : A Tool for Motivating and Retaining Employees

Purpose: Organizations, nowadays, are becoming cognizant of Employer Branding as it has been observed that with the help of Employer Branding the best talent in the market can be attracted, retained, and motivated. The study aimed to find out the dimensions of employer branding and to establish its relationship with Intention to stay and Motivation. Also, through this study it was purported to find out whether Motivation and Intention to stay are affected by Employer Branding. Design/Methodology/Approach: Questionnaire was prepared with the help of standardized scale and was used to measure the perception of employees about their employers. The sample was taken from two companies, namely, Taj Group of Hotels and E&Y. The sample size was of 60 respondents including the employees of top level, middle level, and junior level management. The tests and techniques used for the study were factor analysis, Pearson’s correlation, Structural equation modelling. Findings: It was found that Intention to Stay and Motivation were positively correlated to the tune of 0.582 and 0.828, respectively, with Employer Branding at the confidence level of 99%. We further developed a model through SEM and found that Employer Branding was explaining Motivation as the multiple squared correlation value 83% respectively. Further, we tested the relationship between Motivation and Intention to Stay and found that motivation explained 43% of the variance in ITS. Research Limitations/Implications: As the study was based on the primary data, its accuracy depends on the accuracy of the responses given by the respondents. Practical Implications: The results would be useful for the organizations of the service industry, in order to create a good Employer Brand image which would help them to retain their employees and enhance motivation level. Originality/Value: The study is valuable in the Indian context as the relationship of Employer Branding with Intention to Stay and Motivation has been found to be significant