COVID-19 Pandemic and Media Impact on Sustainability and Employee Retention, In Pakistani Industries

The main objective of this article is to propose the structure to Pakistani MSMEs toward leading industries, companies, and individuals ahead sustaining MSMEs and retained human resources. Two important factors effecting economy of country predicted by COVID-19 and media, COVID-19 pandemic has a huge impact on employee retention and sustainability. The COVID-19 pandemic has decreased 5.2 % GDP all over the world. Almost three to four million people become jobless in Pakistan. UNIDO has explored the impact of COVID-19 on country growth towards sustainability. Mostly all types of trade have been halted. Industries have seen their sales plummet to an unsustainable level. Quantitative method used in this research by collecting online surveys from 450 employees from various Pakistani MSMEs. Data analysis was done via SPSS and AMOS both hypothesis testing and descriptive analysis. The results we found are COVID-19 Pandemic is affecting negatively the employee sustainability, retention in Pakistani MSMEs.As well as media influencing negatively the employee’s sustainability and retention of Pakistani MSMEs.Researcher proposefuture researchers to analyzevariables’ model for detailed models for implementing in other countries and industries