Employer Branding Practices and Employee Retention: Role of Person-Organization Fit as a Mediator

The objective of this study is to examine the relationship between employer branding and employee retention, with a particular emphasis on the mediation role of person-organization fit in the healthcare sector of Pakistan. The aim is to substantiate the research findings by employing social identity theory as a foundational framework to unfold the existing theoretical gaps. A survey approachwas implemented, which involved the administration of structured questionnaires to 468 nurses in the hospitals of Islamabad and Rawalpindi. The results indicate that employee retention is positively impacted by employer branding, with person- organization fit functioning as a mediating factor in this relationship. Organizations that implement effective employer branding strategies are morelikely to retain their employees, as evidenced by the existence of person- organization fit. According to author's knowledge there is a relatively small body of research that examines the proposed relationship within the Pakistani healthcare sector, with the person-organization fit serving as a mediator. The research will be instrumental in the development of strategies to enhance staff retention in the healthcare sector, which will be beneficial for healthcare practitioners