Employee branding and retention: investigating strategic implications in the workplace

Abstract

This study aims to determine the effect of employee branding on employee retention. The background of this research is based on the importance of building a positive company image not only for external interests but also in efforts to retain employees in a competitive work environment. The research method used is quantitative with a simple linear regression approach. The number of respondents in this study is 128 employees selected through purposive sampling techniques. Data analysis was conducted using two approaches: descriptive statistics and inferential statistics. Before further analysis, the instruments were tested for validity and reliability to ensure the feasibility and consistency of the measurements. Hypothesis testing was conducted at a significance level of 0.05 using statistical software such as SPSS 24.0. The analysis results show that Employee Branding has a positive and significant effect on Employee Retention. The better the Employee Branding strategy implemented by the company, the greater the tendency for employees to stay and remain loyal to the organization. These findings emphasize that Employee Branding is one of the strategic factors in human resource management that can enhance workforce stability in the long term