Employer branding and talent retention: perceptions of employees in higher education institutions in Uganda
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Date
2018
Journal Title
Journal ISSN
Volume Title
Publisher
Industrial and Commercial Training
Abstract
The purpose of this paper is to examine, empirically the relationship between employer branding
attributes of reward strategy, people orientedness and; leadership and development on talent retention in
institutions of higher learning in Uganda.
Design/methodology/approach – In a cross-sectional study, data were obtained form 218 respondents
from two public universities. Confirmatory factor analysis (CFA) and structural equation modeling were
employed to analyze the data.
Findings – The paper has two major findings: first, CFA maintained three dimensions of employer branding,
namely; reward strategy, people orientedness and; leadership and development; and second, only reward
strategy and people orientedness emerged as significant predictors of talent retention.
Originality/value – The results suggest that institutions of higher learning that embrace reward people
orientedness strategies as measures for employer branding succeed in retaining their employees for longer.
Description
Keywords
Universities, Talent retention, Employer branding, People orientedness, Reward strategy
Citation
Matongolo, A., Kasekende, F., & Mafabi, S. (2018). Employer branding and talent retention: perceptions of employees in higher education institutions in Uganda. Industrial and Commercial Training. DOI 10.1108/ICT-03-2018-0031