It Matters to Employee Retention Strategy: Exploring the Employer Branding Strategy for Different Types of Organization and Age Segmentation

Conference: The Asian Conference on the Social Sciences (ACSS2022)
Title: It Matters to Employee Retention Strategy: Exploring the Employer Branding Strategy for Different Types of Organization and Age Segmentation
Stream: Economics and Management
Presentation Type: Live-Stream Presentation
Authors:
Chiung Wei Lee, National Sun Yat-Sen University, Taiwan
Chien Po Liao, National Sun Yat-Sen University, Taiwan

Abstract:

In the 21st century, employer branding plays an increasingly important role through providing employees values to attract people to join and stay in the organization. Previous research mostly focused on how employer branding improves employees’ motivation. In this research, we intended to get more insights by understanding whether people have a different willingness of retention between two types of organization (public company and private company) in terms of five employee values and whether the age is the factor to moderate the relationship of employee’s value and employee retention. Results show that all five employees' values (development value, social value, interest value, economic value, and application value) have a significant positive relationship with employee retention. Conversely, there is a considerable difference between two types of organization in terms of development value and economic value. Besides, the result also indicates that age has a moderate effect on development value in public organization group. This study's contribution is to help top managers and human resources department leaders precisely implement the different strategies for age segmentation to retain and motivate them according to their organization type.

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