Employer Brand: The Relationship Among Perceived Employer Branding, Employee Performance and Retention in Mongolian Business Sector
The purpose of this study was to establish the most effective factors affecting staff retention and retention among Mongolian businesses in 10 different industries. A survey was conducted with 550 working employees. In order to understand how employer branding influences employee’s work behaviors and enhances employee’s ability to contribute to organizational productivity and competitiveness, a business needs to examine its employees’ commitment and performance. This research aims to answer the following questions:
1. What are the factors present in the content of employer brand and how might they influence employee performance and employee retention?
2. What influence does employees’ perceived level of employer brand by their organization have on their level of organizational citizenship performance, task performances and intention to stay in a current organization?
Given the increased competition for human resources, the development of an employer brand is now being recognized as important and to keep current and potential employees constantly and actively. Quantitative results suggest that as a whole, statistically significant, positive, moderate influence exists between employees’ perceived level of employer brand and their organizational citizenship performance. The findings also indicated that there is stronger indication that employees’ perceived employer brand positively influences their perception of 1) their employment experience as being desirable and distinctive, 2) their organization as being a great place to work, 3) their happiness to spend the rest of their career at the organization.
Keyword- Employer branding; Employee commitment; Employee performance; Employee identification; Retention; Intention to stay; Employer attractiveness,