A Study on the Effect of Employer Branding on Employee Retention Among Domestic Non-Voice in BPO Chennai

Abstract : In the highly competitive labour market, where employees counter boundless job offers, organizations have acknowledged the need to distinguish themselves from competitors by investing a considerable amount of time and effort into designing employer branding strategies to attract and retain skilled employees. Employee retention as maintaining or encouraging employees to stay in the organization for the longest time. A strong employer brand allows employers to retain their talented employees by building a positive image for the organization as a preferred place to work. The purpose of the study is to examine effect of employer branding on employee retention and role of relational psychological contract between employer branding and employee retention among domestic non voice in BPO Chennai. The survey is used to gather data from 120 employees working in domestic non voice. The study findings reveal that employer branding is positively and significantly related to relational psychological contract and employee retention and relational psychological contract suggestions influence employee retention.