EFFECTS OF EMPLOYER BRANDING ON EMPLOYEE RETENTION IN HEALTHCARE PROFESSIONALS

Abstract

Purpose: Researchers and practitioners are interested in employer branding because of its effect on employee perceptions. Today's work landscape is getting more and more competitive. Employer branding is quickly becoming a viable long-term human resource (HR) strategy to draw in and keep a competent team in such a competitive climate. This study's main objective is to ascertain how company branding affects employee retention. The objective of this study is to identify the determinants of employer branding from the viewpoint of healthcare professionals. Methodology & Design: In this study, the quantitative data collection technique was used (deductive research approach). For quantitative data, convenience sampling was employed to estimate the magnitude ofthe pattern. We polled respondents through a questionnaire to get their opinions on these qualities. The study's target audience and research population were the healthcare industries, particularly private hospitals in Karachi, with a sample size of 220-300 different health professionals. To analyze the data that was gathered, SPSS was employed. Findings: The results show that employer branding—aspects of employee branding that don't include work-life balance—and employee retention within healthcare professionals are strongly correlated. Limitations: Research has been hampered by the lack of studies on creative approaches to human resource management and employee wellbeing. Additionally, no additional data sources, particularly websites, were taken into consideration; only the most successful English-language papers published international & reliable databases were examined. in Recommendations: Based on our findings, we advise the healthcare administration to apply novel approaches, practices, and flexibility, as well as to improve staff working conditions, in order to increase or boost employee retention. The findings suggest that healthcare companies should monitor these problems, adopt new hospital policies and rules, and encourage the application of talent management techniques in order to retain their medical stafffor longer periods oftime