Employer branding and employee retention intentions: A correlational analysis in the microfinance sector of Piura
DOI:
https://doi.org/10.18050/entrepreneur.v4i2a2Keywords:
employer branding, employee retention, talent management, organizational climate, intention to remain in the companyAbstract
This study analyzes the relationship between employer branding and employees’ intention to remain in a financial institution located in Piura, Peru. A quantitative, non-experimental, correlational approach with a cross-sectional design was adopted. The population consisted of 40 employees, to whom a self-administered questionnaire was applied. The results indicate a high level of employer branding, with a mean score of 4.4, and a high level of intention to remain, with a mean of 4.3. All dimensions of employer branding showed positive and significant correlations with intention to remain, with development value and application value standing out as the most influential. The findings confirm the existence of a strong and positive association between employer branding and intention to remain; therefore, it is concluded that employer branding constitutes a key strategic factor for employees’ intention to remain, particularly in a regional context such as the city of Piura. The novel contribution of this research lies in three main aspects: (1) it provides empirical evidence on the association between employer branding and intention to remain in a region underrepresented in the scientific literature; (2) it validates the Berthon et al. (2005) model within an important sector such as microfinance; and (3) it identifies a new hierarchical order among the dimensions of employer branding, in which non-economic variables exert greater influence than the salary component, challenging traditional assumptions in emerging contexts.
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