THE IMPACT OF EMPLOYER BRANDING, EMPLOYEE ENGAGMENT, EMPLOYEE RETENTION IN THE TEXTILE MANUFACTURING INDUSTRY OF PAKISTAN

Abstract

Currently, many organisations around the globe have realised the importance of their people and have taken a keen interest in their internal customers by investing heavily in their growth and development. The first and most important requirement for the successful management of an organisation in a competitive environment is the development of an effective workforce. The purpose of this study is to measure that what is the impact of Employer Branding (EB) on employee retention (ER), with and without the mediating effect of employee engagement (EE) in Pakistan’s textile/apparel manufacturing industry. For this study, data have been taken from different cities in Pakistan. We select a sample size of 388 and analyse their responses with quantitative analysis using SPSS. The results of the analysis indicate that EB has a 12.1% impact on ER, which is a positive impact. The most important and significant relationship that was found in the study was between EB and EE, which indicates EB can improve rate of retention, and the impact of EB on the emergence of EE on ER is 36.1%. The research concludes that EB is significantly important for any organisation, but its significance and impact will increase many times when it works with EE. In Pakistani industries, where a lack of skilled professionals and a high human resource turnover ratio are very big issues that can be improved by building a good image of the organisation in the market and increasing EE.