Title: New insights on employee retention through employer branding: a multiple mediation study on the healthcare sector in Pakistan

Authors: Attia Aman-Ullah; Azelin Aziz; Hadziroh Ibrahim

Addresses: College of Business, School of Business Management, Universiti Utara Malaysia, 06010 Sintok, Kedah, Malaysia ' College of Business, School of Business Management, Universiti Utara Malaysia, 06010 Sintok, Kedah, Malaysia ' College of Business, School of Business Management, Universiti Utara Malaysia, 06010 Sintok, Kedah, Malaysia

Abstract: This study aims to test the employer branding as an antecedent of employee retention along with serial mediation relationship of job satisfaction, organisational identification, and employee loyalty. For the data collection purpose survey method was used and data was collected from 380 doctors from fifteen selected hospitals of Pakistan. This study found a significantly positive relationship between employer branding and employee retention under social exchange theory and organisational identification theory. Also, the findings confirm multiple mediation relationships through job satisfaction, organisational identification, and employee loyalty. Additionally, sequential mediation is confirmed. By paying attention to branding practices healthcare organisations can enhance retain their employees. With this, they can also enhance employees' job satisfaction, identification, and loyalty of employees, which will help improve the retention rates of doctors. Healthcare organisations should have better understanding of employer branding and its impact on employee behaviour in order to retain employees.

Keywords: employer branding; employee retention; job satisfaction; organisational identification; employee loyalty; healthcare sector; Pakistan.

DOI: 10.1504/IJBEX.2025.149879

International Journal of Business Excellence, 2025 Vol.37 No.3, pp.422 - 447

Received: 20 Jan 2021
Accepted: 03 Jul 2021
Published online: 17 Nov 2025 *

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