Retaining the Best Talents: The Impact of Employer Branding andPsychological Capital

Abstract

The concept of employer branding has attracted great attention of researchers in a variety of disciplinesdue to its role in attracting and retaining the best talents. However, few studies examine employer branding’simpact on current employee behaviors. In this vein, the purpose of the study is to examine the antecedents andconsequences of employer branding. The aforementioned hypotheses were tested via structural equation modelingand data obtained from 289 white-collar employees. Results empirically indicate that: (1) supportiveorganizational culture is positively associated with employer branding, (2) employer branding positively relatesto intention to stay, (3) employer branding partially mediates the relationship between supportive organizationalculture and intention to stay. Additionally, psychological capital moderates the relationship between employerbranding and intention to stay