Abstract:
Purpose:
Researchers and practitioners are interested in employer branding because of its effect on
employee perceptions. Today's work landscape is getting more and more competitive.
Employer branding is quickly becoming a viable long-term human resource (HR) strategy to
draw in and keep a competent team in such a competitive climate. This study's main
objective is to ascertain how company branding affects employee retention. The objective of
this study is to identify the determinants of employer branding from the viewpoint of
healthcare professionals.
Methodology & Design:
In this study, the quantitative data collection technique was used (deductive research
approach). For quantitative data, convenience sampling was employed to estimate the
magnitude ofthe pattern. We polled respondents through a questionnaire to get their opinions
on these qualities. The study's target audience and research population were the healthcare
industries, particularly private hospitals in Karachi, with a sample size of 220-300 different
health professionals. To analyze the data that was gathered, SPSS was employed.
Findings: The results show that employer branding—aspects of employee branding that
don't include work-life balance—and employee retention within healthcare professionals are
strongly correlated.
Limitations: Research has been hampered by the lack of studies on creative approaches to
human resource management and employee wellbeing. Additionally, no additional data
sources, particularly websites, were taken into consideration; only the most successful
English-language papers published international & reliable databases were examined. in
Recommendations: Based on our findings, we advise the healthcare administration to
apply novel approaches, practices, and flexibility, as well as to improve staff working
conditions, in order to increase or boost employee retention. The findings suggest that healthcare companies should monitor these problems, adopt new hospital policies and rules,
and encourage the application of talent management techniques in order to retain their
medical stafffor longer periods oftime
