Impact of Employer Branding on Talent Attraction and Employee Retention: Evidence from MSMEs in Jharkhand, India
Supriya Toppo *
Department of Commerce, St. Xavier’s College Ranchi, India.
Nikky Martha Murmu
Department of Commerce, St. Xavier’s College Ranchi, India.
Priyansi Bhengra
Department of Commerce, St. Xavier’s College Ranchi, India.
Akancha Xalxo
Department of Commerce, St. Xavier’s College Ranchi, India.
Shabnam Kandulna
Department of Commerce, St. Xavier’s College Ranchi, India.
Rose Ravina Ekka
Department of Commerce, St. Xavier’s College Ranchi, India.
Nisha Kumari
Department of Commerce, St. Xavier’s College Ranchi, India.
Prity Dungdung
Department of Commerce, St. Xavier’s College Ranchi, India.
Ankita Baghwar
Department of Commerce, St. Xavier’s College Ranchi, India.
Namrata Khalkho
Department of Commerce, St. Xavier’s College Ranchi, India.
Narendra Singh
Department of Commerce, St. Xavier’s College Ranchi, India.
Ajay Kumar
Department of Commerce, St. Xavier’s College Ranchi, India.
*Author to whom correspondence should be addressed.
Abstract
Micro, Small and Medium Enterprises (MSMEs) play a vital role in Jharkhand's economic development and employment generation. However, attracting and retaining skilled employees remains a major challenge because of increasing competition in the labour market. This study examines the impact of employer branding on talent attraction and employee retention among MSMEs in Jharkhand. A quantitative research design was adopted, and primary data were collected from 96 respondents, including HR managers and MSME owners, through a structured questionnaire administered using Google Forms. Convenience sampling was employed, and the data were analysed using simple linear regression (SLR) in SPSS. The findings reveal a significant positive relationship between employer branding and the combined outcome of employee retention and talent attraction (r = 0.596, R² = 0.355, F = 51.747, p < 0.001). The results indicate that organisations with stronger employer-branding practices are more successful in attracting and retaining talented employees. However, the study also highlights limited awareness and implementation of formal employer-branding practices among many MSMEs in Jharkhand. The study concludes that employer branding should be recognised as a strategic human resource management tool for improving organisational attractiveness and workforce stability. It recommends that MSMEs strengthen their employee value proposition by fostering a positive work environment, offering competitive compensation and career-development opportunities, and improving communication about organisational culture and future growth. These initiatives may enhance talent attraction and employee retention, thereby contributing to the long-term sustainability and competitiveness of MSMEs in Jharkhand.
Keywords: Employer branding, talent attraction, employee retention, msmes, jharkhand, human resource management