Examining the Link between Employer Branding Practices and Employee Retention in Healthcare Sector: Role of Person-Organization Fit as a Mediator

Abstract

This study endeavors to examine the employer branding-employee retention linkage with emphasis on the mediating effect of person-organization fit within the healthcare sector in Pakistan. It seeks to fill the existing theoretical gaps by employing social identity theory as a core underpinning framework to validate the research findings. A quantitative approach has been adopter in which the structured questionnaires were administered to 468 nurses in the hospitals of Islamabad and Rawalpindi. The results indicated that employer branding has a positive effect on employees retention while person-organization fit has a mediating role in the proposed relationship. it was found that with the presence of person-organization fit, the organizations with effective employer branding strategies have high likelihood of retaining their employees. To the best of the author’s knowledge, there is a scarcity of research examining the proposed relationship in the context of the Pakistani healthcare sector with person-organization fit as a mediator. The study will aid top healthcare practitioners as a way forward for enhancing the healthcare staff retention.