Assessing the relative importance of employer branding
dimensions on retention of employees: A case of private
schools of Karachi

Faiza Sharif and Saqib Sharif

First published: 26 February 2018


This study explores several dimensions of employer branding namely work environment, social aspect, compensation structure, development value and knowledge sharing in terms of their impact on the retention of employees with varying job tenures within the private schools of Karachi. The results of descriptive analysis, Pearson correlation, t-tests of independent populations and regression analysis reveal that Social Aspect and Development Values are the two most preferred dimensions of the employer brand, followed by Work Environment. The results of this research can be used by the education industry in developing human resource policies and practices that cultivate a learning and growth oriented culture and resultantly strengthen the employer brand.

Keywords: Employer branding, Retention, Employer attractiveness, Human resource management.

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