The Role of Employer Branding in Employee Retention: A Bibliometric Perspective

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Published Oct 23, 2025
https://doi.org/10.52250/bmr.v13i1.934
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Vol. 13 No. 1: Banking & Management Review

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Intan Nurhasanah
Department of Management, Faculty of Economics and Business, Universitas Ekuitas Indonesia, Bandung, Indonesia
Aufa Abiyya Qolby
Department of Management, Faculty of Economics and Business, Universitas Ekuitas Indonesia, Bandung, Indonesia

Abstract

Introduction/Main Objectives: Employer branding is a vital strategy in human resource management, addressing both talent attraction and retention. While its role in recruitment is well-documented, its impact on employee retention is underexplored, especially in the context of technological advancements and workforce diversity. Background Problems: Organizations face challenges in retaining employees due to evolving workforce expectations, hybrid work models, and increased competition for talent. How employer branding can mitigate turnover and foster loyalty remains a critical question for modern organizations. Novelty: This study integrates bibliometric analysis with practical insights, highlighting emerging trends such as hybrid work, diversity, and technology integration. It identifies research gaps in sector-specific branding strategies and the unique needs of gig economy workers and millennials, providing a more comprehensive understanding. Research Methods: A bibliometric analysis of 372 articles published from 2000 to 2024 was conducted using VOSviewer software. Data were categorized into themes such as employee engagement, job satisfaction, and digital transformation. Finding/Results: Employer branding improves employee retention by fostering engagement, promoting a positive work culture, and leveraging technology. Emerging themes like inclusivity and hybrid work reflect modern workforce needs, while gaps remain in sector-specific strategies. Conclusion: Strong employer branding reduces turnover and enhances competitiveness. Organizations must adopt holistic strategies aligning values with employee needs, fostering inclusivity, and utilizing technology. Future research should explore sector-specific and technology-driven branding strategies. 

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Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Nurhasanah, I., & Qolby, A. A. (2025). The Role of Employer Branding in Employee Retention: A Bibliometric Perspective. Banking & Management Review, 13(1), 149–174. https://doi.org/10.52250/bmr.v13i1.934

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