Background: In a highly competitive, economically strained business environment it is
essential for a business to balance the necessity of attracting and retaining top-performing
employees and containing costs. Employee branding is a management tool that can serve to
retain staff and reduce compensation levels.
Aim: This study investigated the effects of employee branding on staff retention and
Setting: Five South African insurers participated in this research.
Methods: Analysis of variance and correlational tests were used to test various hypotheses.
Results: The analysis indicated that increased perceptions of employer branding relate to staff
with greater reports of retention and lower levels of compensation expectations. Interestingly,
demographic factors were not significant in the analysis, although trends were found in
potential age differences and total years at an employer.
Conclusion: Practically, the research provides a model to execute a successful employer
branding strategy. The employer branding control cycle was developed to assist organisations
to successfully execute an employer branding strategy. This model considers the design,
implementation and monitoring phases of such a strategy.
Keywords: Employer branding; retention; compensation; remuneration; effectiveness