EMPLOYER BRANDING AS A STRATEGIC TOOL: ASSESSING ITS IMPACT ON EMPLOYEE COMMITMENT AND RETENTION IN THE AUTOMOTIVE SECTOR

Employer branding is a crucial factor in the automotive sector, helping organizations attract and retain skilled employees while encouraging long-term commitment. This study investigates how well-planned employer branding initiatives influence employee loyalty, minimize turnover, and enhance overall engagement. It examines the role of organizational culture, leadership quality, and career development opportunities in shaping employee retention. The study underscores the importance of aligning branding efforts with employees’ actual experiences to foster trust and maintain a committed workforce. The findings aim to assist organizations in refining their employer branding strategies to achieve a competitive edge in managing talent effectively.