Examining the Impact of Employer Branding on Employee Retention in Healthcare Sector: Unpacking the Mediating Role of Organizational Commitment

Abstract

This research aims to investigate the relationship between employer branding and employee retention, with a particular focus on the mediating effect of organizational commitment in the healthcare sector of Pakistan. To validate the research findings, it employs theory of reasoned action as a fundamental framework, thereby addressing the existing theoretical voids. The structured questionnaires were administered to 468 nurses in the hospitals of Islamabad and Rawalpindi. The findings suggested that employer branding has a positive impact on employee retention, with organizational commitment serving as a mediator in the proposed relationship. The presence of organizational commitment was discovered to increase the likelihood of employee retention in organizations with effective employer branding strategies. To the best of the author's knowledge, there is a dearth of research that investigates the proposed relationship in the context of the Pakistani healthcare sector. The research will be beneficial to top healthcare practitioners in order to improve the retention of healthcare personnel.