Employer Branding Effect on Intention to Leave and Turnover Intention: Literature Review

Abstract

In today’s business environment, employer branding becomes one important source of competitive advantage that creates value for all companies. Organizations have identified employer branding as an important tool for attracting and retaining a talented workforce. This study aims to find the effect of employer branding on the intention to leave and turnover intention. This study uses a literature review by collecting related employer branding, intention to leave, and turnover intention articles. Article searches were conducted on the Scopus and Google Scholar databases using Publish or Perish software. Search using keywords employer branding, intention to leave, and turnover intention. The articles selected are international in English and were published from 2018 to 2024. A total of 18 articles on the relationship between employer branding on intention to leave and turnover intention meet the requirements. Most of the research results show that employer branding can reduce employees’ intention to leave and turnover intention.

Keywords: employer branding, intention to leave, turnover intention

DOI: 10.7176/EJBM/16-7-04

Publication date: September 30th 2024