Assessing the Relative Importance of Employer Branding Dimensions on Retention of Employees – A Case of Private Schools of Karachi

This study explores several dimensions of employer branding in terms of their significance and assessing their impact on the retention capabilities of current employees with different job tenure within the private schools of Karachi. The concept of employer branding has gained significant popularity among the organizations where they are striving to attract and retain the high potential pool of employees for their success. The independent variables for this study are interest, social, economic, development and application values; and their impact on retention of employees as dependent variable. This study is quantitative in nature and encompasses the Post Positivism paradigm. The deductive approach is employed and survey method is opted for this research. Questionnaires were distributed to 400 school teachers in different private schools of Karachi. The quota sampling method has been used. The study entails descriptive analysis, Pearson correlations, t-tests of independent populations, and regression analysis. The results indicate that all factors of employer branding have significant impact on the retention of employees. However, the impact is greater on employees with 3-5 years of experience than employees with less than 1 year. The results also showed that “Social Values” are the most preferred factor by both populations. The educational industry can use the results for designing their human resource policies and practices for retaining the best talent pool and creating a great workplace as strong employer brand