The Role of Employer Branding and Supervisor Support in Talent Retention: A Study of the IT Sector in Pakistan

Abstract

This study explores the relationship between employer branding, supervisor support, and talent retention in the Information Technology (IT) sector in Pakistan. As the IT sector faces high turnover rates due to intense competition for skilled professionals, employer branding has emerged as a crucial strategy to attract and retain talent. Additionally, supervisor support has been identified as a key factor influencing employee retention. This research examines how employer branding directly affects talent retention and how supervisor support moderates this relationship. A quantitative approach was employed, with data collected from 264 officer-level professionals in the IT sector in Pakistan. The findings indicate that both employer branding and supervisor support have a significant positive impact on talent retention. Furthermore, supervisor support was found to positively moderate the relationship between employer branding and talent retention, suggesting that the effects of employer branding are stronger when employees perceive high levels of supervisor support. The study contributes to the understanding of how organizational branding and leadership practices interact to influence employee retention and provides practical implications for organizations seeking to improve their talent retention strategies in competitive sectors.