“The Impact of Employer Branding on Talent Attraction and Retention

ABSTRACT In an era of intense competition and rapid workforce mobility, organizations are increasingly recognizing the importance of cultivating a strong employer brand to attract and retain top talent. Employer branding, which refers to an organization’s reputation as an employer and its value proposition to current and prospective employees, has evolved into a strategic imperative across industries. This is especially relevant in the healthcare sector, where talent shortages and high turnover rates can directly impact service quality, operational efficiency, and patient outcomes. This study explores the impact of employer branding on talent attraction and employee retention, with a particular focus on the healthcare domain. The research investigates how elements such as organizational culture, job satisfaction, career development opportunities, and internal communication shape employees’ perceptions of their employer and influence their decisions to join or stay with an organization. A well-defined and authentic employer brand not only draws in qualified candidates but also fosters long-term loyalty and engagement among existing employees. The primary objective of this research is to understand the extent to which employer branding contributes to talent attraction and retention within a healthcare organization. Yatharth Super Speciality Hospital was selected as the case site for the study. Primary data was collected through a structured Google Forms survey distributed among hospital employees. The survey incorporated Likert-scale questions designed to evaluate various dimensions of employer branding and their perceived influence on employee satisfaction, commitment, and intent to remain with the organization.