A STUDY ON THE IMPACT OF EMPLOYER BRANDING IN EMPLOYEE RETENTION AT HEALTHCARE SECTOR

Abstract

Employee retention is a critical challenge in the healthcare sector, where high turnover rates can negatively impact patient care, operational efficiency, and overall organizational performance. In this context, employer branding has emerged as a strategic approach to attract, engage, and retain skilled healthcare professionals. This study examines the impact of employer branding on employee retention at healthcare sector, focusing on key factors such as organizational culture, career development opportunities, compensation, leadership effectiveness, and work-life balance.

The research adopts a mixed-method approach, combining both qualitative and quantitative methodologies.. Additionally, in-depth interviews provide further insights into the effectiveness of employer branding initiatives. A comprehensive literature review incorporating 30 scholarly sources supports the theoretical framework of the study.

Preliminary findings suggest that a strong employer brand enhances employee loyalty, job satisfaction, and engagement, ultimately reducing turnover rates. The study highlights the importance of aligning employer branding efforts with employee expectations to create a positive and sustainable work environment. Moreover, it provides actionable recommendations for HR professionals to refine branding strategies, ensuring that remains an attractive employer in the competitive healthcare sector.

By contributing to the growing body of knowledge on employer branding and employee retention, this study offers valuable insights for hospital administrators, HR practitioners, and policymakers seeking to improve workforce stability and organizational success in healthcare settings.