RELATIONSHIP BETWEEN EMPLOYER BRANDING, EMPLOYEE RETENTION AND COMMITMENT IN PHARMACEUTICAL INDUSTRY: AN EMPIRICAL INVESTIGATION

The significance of skilled employees to organization can be understood by looking at the fact that organizations are striving to recruit and retain the best talents. This study aims to identify the factors predicting employer branding, employee retention and commitment and establishing the relationship among them by proposing a conceptual framework and validating it through empirical analysis. For this purpose, a survey with prestructured questionnaire was conducted on a sample of 150 employees working in pharmaceutical industry, India. Exploratory factor analysis was conducted to validate the questionnaire items. "Multiple regression analysis was performed to determine the relationship of employer branding, employee retention and commitment". The findings show that "there is significant relationship between the factors of employer branding, employee retention and commitment."