11th HRM Student Research Symposium 2024

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Subject: search.filters.subject.Employer Branding

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    THE IMPACT OF EMPLOYER BRANDING ON EMPLOYEE RETENTION WITH THE MEDIATOR IMPACT OF JOB SATISFACTION IN THE INSURANCE SECTOR IN SRI LANKA
    (Department of Human Resource Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Arampath A.M.H.M.; Janadari M. P. N.
    The prime objective of the research is to find out the impact of employer branding on employee retention in the Sri Lankan insurance industry. Using primary data, identifies the factors that make employees more attractive, and identifies the mediating effect of job satisfaction on the impact of employer branding on employee retention. This study was conducted among a sample of 306 individual employees in ABC and XYZ insurance companies. Simple random sampling was used to select the sample whereas Morgan table was used to determine the sample size. Primary data were collected by adopted standard measurement scales via questionnaire. Data analysis was done with the support of SPSS, version 23.0 employing correlation, regression and descriptive statistics. Based on this findings insurance sector’s branding has significant impact on employee retention. Also it was found that there is a mediating effect of job satisfaction in between employer branding and employee retention. Accordingly, it is recommended to managers that employees can be retained in the organization by enhancing the employer branding.
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    IMPACT OF EMPLOYER BRANDING AND CORPORATE REPUTATION ON ORGANIZATIONAL CITIZENSHIP BEHAVIOR
    (Department of Human Resource Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Wijesooriya, T.M.N.M.; De Silva, G.H.B.A.
    This study examines how employer branding and corporate reputation influence Organizational Citizenship Behavior (OCB)—voluntary actions that contribute to organizational success. Employees' perceptions of these factors impact engagement, commitment, and discretionary efforts beyond formal job roles. A cross-sectional survey was conducted with 385 corporate employees using a structured questionnaire distributed via digital platforms. Employer branding was assessed based on attractiveness, reputation, benefits, and rewards, while corporate reputation was measured in terms of external recognition and internal alignment. Data analysis using IBM SPSS included reliability tests, correlation, and regression analysis. The findings reveal a strong positive correlation between employer branding, corporate reputation, and OCB. Employees in organizations with strong employer brands and reputations demonstrated higher commitment, initiative, and voluntary workplace behaviors. Regression analysis confirms that employer branding and corporate reputation significantly enhance OCB, reinforcing their strategic role in employee retention and performance. These insights emphasize the need for organizations to strengthen employer branding and corporate reputation to improve job satisfaction, engagement, and workforce stability. However, reliance on a quantitative approach and convenience sampling limits generalizability. Future studies should incorporate qualitative methods, larger samples, and industry-specific analysis. This research provides practical recommendations for HR professionals and business leaders to foster positive work cultures and align corporate reputation with employee expectations for sustainable growth.
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    EXPLORING THE RELATIONSHIP BETWEEN EMPLOYER BRANDING AND EMPLOYEE RETENTION OF STAFF LEVEL EMPLOYEES: THE MEDIATION EFFECT OF EMPLOYEE ENGAGEMENT IN THE APPAREL SECTOR COMPANIES AT KATUNAYAKE EXPORT PROCESSING ZONE, SRI LANKA
    (Department of Human Resource Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Karunathilaka M.G.M.U.; Rebecca, E.
    Employee retention remains a critical task in Sri Lankan apparel sector, particularly in the Katunayake Export Processing Zone (EPZ). Using employee engagement as a mediator, this study uses a quantitative research design to investigate the link between employer branding and employee retention.126 staff-level employees from three apparel companies in the Katunayake Export Processing Zone (EPZ), Sri Lanka were asked to complete a structured questionnaire with a 5-point Likert scale. Representativeness across subgroups was guaranteed by the stratified random sampling technique.Using SPSS, statistical analyses were conducted to assess the hypotheses, including correlation, regression and mediation analysis. To improve engagement and retention, those findings highlight the necessity of a strong brand and a positive work environment.The examine gives actionable insights for groups to cope with retention challenges, emphasizing the importance of strategic employer branding and fostering engagement. However, the studies are restrained via its attention at the Katunayake EPZ, go-sectional layout, and reliance on self-suggested information.Future studies must explore longitudinal research, extra variables along with management and repayment, and tailor interventions to organizational contexts. The findings function a realistic framework for enhancing employee retention in competitive industries.