Author(s): Pallavi Pahuja*, Ruby Sharma, Aaruni Batta, Radhika Giri, Anu Jhamb
The investigation documents the strategic role of employer branding in enhancing OCB in selected private sector banks in India, that is, ICICI Bank, HDFC Bank, Axis Bank, Yes Bank, and Kotak Mahindra Bank. Getting and keeping talented talent is a challenge in today's challenging banking industry. The present study examines how attitudes in response to employer branding impact employees' intentions to display citizenship with an organization.
The data used was primary data, drawn by use of structured questionnaires given to organizational members at different hierarchies from the banks selected. The significance of this prediction model is in the contribution in outcome of the individual factors of the structural dimensions of employer branding namely organizational culture, leadership image, opportunity for career development and work life balance using multiple stepwise regression which significantly predict employee's retention.
Findings show that organizations with a strong employer brand have a positive statistically significant effect on employee retention. The results indicate that banks focusing on internal branding approaches and building a powerful employer identity are successful in decreasing turnover and increasing workforce stability.
This research expands the nascent literature on HR by empirically examining the relationship between employer branding and talent retention in the Indian private sector. It offers actionable insights for HR managers and policymakers aiming to build a sustainable employer brand and retain top talent.