EFFECT OF EMPLOYER BRANDING DIMENSIONS CSR, PERCEIVED ORGANIZATIONAL SUPPORT AND TRAINING AND DEVELOPMENT ON EMPLOYEE RETENTION

Abstract

The purpose of the current research study is to investigate the employee retention and their crucial issues for firms in several sectors, including the healthcare industry. In the healthcare industry, the presence of trained and competent personnel is vital for delivering high-quality patient care. Therefore, it is of utmost importance to retain bright staff. High rates of employee turnover in the healthcare industry may lead to a loss of specialized knowledge, interruptions in the consistent delivery of service, and reduced levels of patient satisfaction. The population of the study was health care employees of “Hospital” in KP Peshawar. The participants were employees of nursing department only. In this case, the sample size is computed to be n = 361. Researcher used a probability sampling strategy. The sample selection was conducted using a random sampling method, relying on reputable sources from the Human Resources department and the hospital administrative unit. The organized questionnaire was included topics such as corporate social responsibility, perceived organizational support, and training and development. Data was analyzed with the use of SPSS v.20.0 and Frequency, Percent, t-test, and Regression analysis test were applied for result. The findings of the study showed that application and interest values positively effect on Employer Branding Dimension on Employee Retention. The research contributes to the existing literature on employer branding for betterment their carrier development, and provides guidance to owners and managers when building successful employer brands within their organizations. The findings of this study aim to provide valuable insights for healthcare organizations striving to enhance their retention strategies through effective employer branding.

Keywords: Employer Branding, Employee Retention, Health Sector, Project Management