Employer Branding Analytics and Retention Strategies for Sustainable Growth of Organizations

  • Ravindra SharmaEmail author
  • S. P. Singh
  • Geeta Rana


Disruptive trends continue to create opportunities for organizations to quickly develop new capabilities and gain a competitive advantage. Employer branding and organizational attractiveness have garnered considerable research attention over the years owing to their significance in disruptive economy. Digitalization, global development, technological advancements, and greater dependence on data analytics have significantly accelerated market disruption, causing difficulties for employers in attracting employees in competitive advantages. For organizations, it is necessary to remain competitive; to this end, employers do a number of exercises to retain and attract employees. The aim of the research paper empirically explores the impact of organization’s branding on employer attractiveness in Indian companies. Thus, 300 employees employed in various companies in India were surveyed. This paper uses correlation technique, factor analysis, and stepwise regression techniques to establish the impact of employer branding analytics on organizational attractiveness. Results suggest that branding analytics positively and significantly relates to companies’ attractiveness. This paper offers deeper insights into the link between both of the variables, makes association between aspects and dimensions of the aforementioned constructs, and in doing so, provides significant implications for both researchers and practitioners. Findings of the study could help practitioners identify employer branding dimensions influencing organizational attractiveness the most. Practitioners could, with such knowledge, incorporate the most influential dimensions of employer branding in organizational culture.


Employer branding Organizational attractiveness Talent retention Disruptive decade Knowledge economy 


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Copyright information

© Springer Nature Singapore Pte Ltd. 2019

Authors and Affiliations

  1. 1.Uttarakhand Technical UniversityDehradunIndia
  2. 2.Swami Rama Himalayan UniversityDehradunIndia
  3. 3.Gurukul Kangri VishwavidyalayaHaridwarIndia

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