Impact of Employer Brand Equity on Employee Attraction and Retention in Telecommunication Industry

Strategic Human Resource Management

In recent years, companies have faced the challenges in attracting, and retaining high-quality employees because of growing talent war. To address this challenge some of the firm’s in Sri Lanka’s telecommunication industry have developed employer branding programs aimed at building employer brand equity in the labour market. Traditionally, the branding concepts has been used for building brand equity in order to acquire and retain customers. Thus the adoption of this marketing concept to the field of HR management has been widely accepted among scholars and practitioners in the context of strategic HRM. However, the effect of employer brand equity in the labour market remain unclear because of a lack of empirical evidence. Thus, the current study was conducted with the aim of investigating the impact of employer brand equity on employee attraction and retention in the context of internal audience of employer branding in the telecommunication industry. The current study used univariate and multivariate analysis techniques to analyze data and find the results of the study objectives. Results of the study revealed that all employer brand equity dimensions and employee attraction and retention variables are in high level. Consequently, employer brand equity is significantly contributing to determine employee attraction and retention and employer brand association having the higher proportion of variance (54.9%). Moreover the higher level of employer brand equity leads to higher level of employer attraction and retention among engineers of the selected firms in the industry.

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