Reviewing Internal Employer Branding: A Sustainable Employee Retention Management Strategy

Purpose – This conceptual article examines the merits of employer branding strategy in the human resource management field more specifically for managing employee retention. If we go in details the concept of branding has its root in the popular marketing strategy i.e. product branding in order to manage the customer relationship. Methods– In this study, a purposive investigation has been done with the help of works of literature review mainly incorporating employer branding, talent management, corporate branding, employee retention, and strategic human resource management. For conceptual insight, all these specific topics have been reexamined in terms of their implications for the proposed framework i.e. internal employer branding efforts will affect talent retention and organizational performance. Findings– The analysis of literature review and report findings clearly indicates that the strategic move of employer branding from marketing strategy towards human resources field is comprehensive and is very much integrated with various components of organizational attributes making it as an employer of preference. The major impact of employer branding can be observed and understood as the intangible organization's culture and employee's perceived benefits valuation in comparison to others. The unique strength of the particular organization as perceived by the employees based on factors such as psychological, social, developmental, economical, identification, work-life balance, and functional benefits finally results into a positive and stable employment relationship. Thus, in conclusion, it can be easily concluded that internal employer branding has the ability to control employee work-related attitude such as retention.