FACTORS AFFECTING EMPLOYER BRANDING AND ITS IMPACT ON RETENTION AND ATTRACTION OF EMPLOYEES - A CASE OF PAKISTANI BANKING SECTOR

The banking industry is one of the fast-growing industries that require talented and skilled workers in a highly competitive environment. Currently keeping an employee has been the biggest challenge for banking industries as turnover is high, therefore this study was conducted to discuss the issue. For this purpose, they use employer branding, which is the perception of people about the organizations, but branding is affected by and dependent on many factors. In this research we find some of the factors like compensation, training and development, performance appraisal and compensation system after finding relevant literature. Questionnaire was adopted for this purpose to find whether the relationship between variables possess. The tools used in this study to examine the relationships were correlation and regression method along with the reliability test known as Cronbach test. The research found that compensation is a good factor to attract employees while performance appraisal shows highest correlation with retention.