Business Review


This study explores several dimensions of employer branding namely work environment, social aspect, compensation structure, development value and knowledge sharing in terms of their impact on the retention of employees with varying job tenures within the private schools of Karachi. The results of descriptive analysis, Pearson correlation, t-tests of independent populations and regression analysis reveal that Social Aspect and Development Values are the two most preferred dimensions of the employer brand, followed by Work Environment. The results of this research can be used by the education industry in developing human resource policies and practices that cultivate a learning and growth oriented culture and resultantly strengthen the employer brand.


Employer branding, Retention, Employer attractiveness, Humanresource management



Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Published Online

December 21, 2020



Publication Stage



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