Abstract
The study seeks to explore the correlation between employer branding and employee retention within a manufacturing company. Additionally, it aims to determine the primary influencing factors based on employees' age, gender, marital status, and educational qualifications. Data collected from a Simple Random Sampling Technique of 150 employees of a manufacturing company using a questionnaire rated on a 7-point Likert scale. A total of 120 complete responses were obtained, resulting in a response rate of 80%. The study employed descriptive and causal-comparative research design, utilizing analyses such as independent sample t-tests, one-way ANOVA, correlation, and regression. Beta coefficients suggest that ethics and corporate social responsibility (CSR), compensation and benefits have a greater influence on staff retention. The implications of these findings suggest that companies should put in place rules that encourage flexible work hours and create a supportive atmosphere at work to make employees more committed. Managers should offer help to make sure employees are happier and more committed.
Keywords: Work-life Balance, Ethics and CSR, Healthy Work Atmosphere, Compensation and Benefit, Training and Development, Employer Branding.