Abstract

This study aimed to determine the impacts of employer branding on organisational identification and employee retention among healthcare employees. This study also examined the mediating role of organisational identification and the moderating roles of psychological involvement and employee loyalty. Data was collected from 390 healthcare employees comprising doctors and nurses. The research analysis was conducted via SPSS and Smart-PLS. The findings revealed that employer branding had a significantly positive relationship with organisational identification and employee retention. Further, organisational identification mediated the relationship between employer branding and employee retention. The results also confirmed the moderating roles of psychological involvement and employee loyalty between organisational identification and employee retention. Limitations and implications of the present study are discussed at the end of the paper.