Employer Brand Image As A Predictor Of Employee Turnover Cognitions: An Empirical Study

Dr.Vivek S.A.

Abstract


Employer branding is a long term strategy to manage the awareness and perceptions of employees, potential employees, and related stakeholders with regards to a particular firm.  Employer branding as a concept is an extension of relationship marketing principles, which identify the need to build acquisition and retention strategies across a number of critical stakeholder markets through closer relationships. Turnover cognitions reflect a mental decision intervening between an individual’s attitudes regarding a job and the stay or leave decision. This study focuses to find out whether there exists any significant difference between perceived and aspired employer brand image among middle level employees and also the influence on employer brand image on employee turnover cognitions. Ninety-three respondents from selected private sector manufacturing organizations in Kerala were opined for the study. t-Test, Karl Pearsons coefficient of correlation and multiple regression were used for the analysis of data with the help of SPSS. The result revealed that there exists significant difference between perceived and aspired employer brand image among employees. The most powerful finding of this study is the significant negative correlation and the influence of employer brand image on employee turnover cognitions. This finding is important for organizations who frequently struggle to attract and retain talents.


Keywords


branding, employer branding, strategy, turnover cognitions, retention.

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References


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