Sitti Dahlia Daeng Ngintang, Nidya Dudija

The Effect of Employer Branding on Employees’ Intention to Stay: The Mediating Role of Organizational Commitment

Introduction

The effect of employer branding on employees’ intention to stay: the mediating role of organizational commitment. Analyzes employer branding's effect on employee retention & organizational commitment in construction. Finds no significant direct or mediating impact; job security is a key driver.

Abstract

This study aims to analyze the effect of employer branding on employees’ intention to stay, with organizational commitment as a mediating variable in the construction industry in Manokwari. This study uses a quantitative approach with a survey method. The data were analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS). The findings show that employer branding has a positive and significant effect on organizational commitment. However, employer branding and organizational commitment are not proven to have a significant effect on intention to stay. In addition, organizational commitment is unable to mediate the relationship between employer branding and intention to stay. These findings indicate a high level of response homogeneity (scores of 4 and 5) among senior employees, which results in low data variance (ceiling effect). Under these conditions, the intention to stay tends to be stable and is more strongly influenced by job security and economic considerations than by organizational psychological factors.

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