IMPACT OF EMPLOYER BRANDING FACTORS ON THE RETENTION OF EMPLOYEES IN THE FINANCIAL SERVICE SECTOR

The objective of the current study is to examine the impact of employer branding factors on the retention of employees in the financial service sector.The data was collected from 105 employees working in the financial sector from different cities in Gujarat.The research instrument used was a structured, self-administered questionnaire, comprising a total of 25 items, out of which 15 were Employer Branding (EB) factors and 10 were Employee Retention (ER) factors.Further, the reliability test was done using Cronbach's alpha, fetching the overall output of 0.918, which indicates an excellent reliability score.The study found that there is a significant difference considering the type of organisation with respect to the retention of employees.Furthermore, the regression output shows that the variable 'benefits to employees' is statistically significant as its p-value is less than 0.05.The paper examines the impact of employer branding factors on the retention of employees working in the financial service sector in Gujarat.The findings of the paper can be useful for the financial service sector to improve its employer branding strategies further.