Employer Brand Dimensions and Employee Retention : A Quantitative Study Among Employees in a European Context

In response to increasing employee turnover and talent shortages across Europe, this study empirically examines the relationship between employer brand dimensions and employee retention in a European context. Drawing on the framework developed by Tanwar and Prasad (2017), five employer brand dimensions were assessed: healthy work atmosphere, training and development, work-life balance, corporate social responsibility (CSR), and compensation and benefits. Data was collected from 87 white-collar employees working across Europe within a multinational organization. Using multiple linear regression analysis, the study identified CSR and compensation and benefits as significant positive predictors of employee retention, while the other dimensions showed no significant relationship. The findings suggest that internal ethical practices and perceived economic value might play a more influential role in retention than previously assumed. These insights contribute to the growing body of research on employer branding from the perspective of existing employees and offer practical implications for developing internal HRM practices with the explicit purpose of employee retention in European labor markets.