Linking dimensions of employer branding and turnover intentions

Purpose: This paper aims to explore the impact of employer branding dimensions i.e. social value, interest value, economic value, development value and application value on turnover intentions (TIs) of employees working in Indian information technology (IT) sector organizations. Design/methodology/approach: A total of 380 junior-, middle- and senior-level executives have been surveyed using a structured questionnaire to measure employees’ perception with respect to the dimensions of employer branding and TIs. Hypotheses have been tested using multiple regression analysis. Findings: Employer branding dimensions are negatively correlated with employees’ TIs, and two dimensions (social value and development value) are significant predictors of TIs. Practical implications: Higher perceived value in employer brand reduces the TIs. Higher employee retention rates further lead to reduction in the cost of hiring and training of new employees, thereby contributing to the profitability of any organization. Hence, practical relevance is there for handling employee turnover and theoretical importance is for further enhancing the talent management concepts. Originality/value: Uniqueness of this study lies in its approach. The role of organizational-level factors rather than individualistic characteristics has been analyzed as predictors of the employees’ decision to leave their organization. Furthermore, the sample of progressive Indian IT sector executives adds to the originality of the work.