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Employer branding and talent retention: perceptions of employees in higher education institutions in Uganda
(Emerald Publishing Limited, 2018-05-17) Matongolo, Asuman; Kasekende, Francis; Mafabi, Sam
Purpose – 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 o f 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 a s measures for employer branding succeed in retaining their employees for longer. Keywords Un iversi ti es, Uga nda, Talent retention, Em pl oyer bran di ng , P eo pl e o ri ente dness, Reward strategy Paper type Research paper