Innovation-Oriented Employer Branding and Its Influence on Employee Retention: A Study of ABB India Limited

Organizations operating in technology-intensive sectors increasingly rely on employer branding to attract and hold on to skilled talent, and innovation has become one of the central themes shaping how employees judge a workplace. This study examines how four dimensions of innovation-oriented employer branding, exposure to technological learning, employee involvement in innovation, the Organization's sustainability image, and an innovation-driven work environment, relate to employee retention at ABB India Limited. A descriptive, quantitative design was used, with a structured questionnaire administered through Google Forms to 190 employees of the company. Responses were examined using mean scores, Pearson correlation, and multiple linear regression in Microsoft Excel. Employees rated the Organization favorably across all four dimensions, with the innovation-driven work environment receiving the strongest agreement. All four dimensions showed moderate positive correlations with retention, and together they accounted for close to a third of the variation in retention scores, with the innovation-driven work environment standing out as the only statistically significant predictor. The findings suggest that retention in engineering-led Organizations depends less on any single branding initiative and more on whether employees experience day-to-day work as genuinely innovative, a distinction with practical implications for how such firms design their people strategies.