Background: The loss of experienced workers impact organizations significantly, but a positive work environment fosters job satisfaction, influencing retention rates. Employer branding emerges as a crucial strategy, aiming to enhance worker loyalty. However, the shift to remote work poses challenges, effecting internal communication and organizational culture. Purpose: This study delves into the relationship between employer branding, internal communication, organizational culture in shaping employee retention, particularly in hybrid working environments. Method: This study focuses on interpretivism as the guiding philosophy and inductive qualitative research was implemented to pursue the objective of the study. Semi-structured interviews with five respondents from four different industries were conducted. Thematic analysis was adopted for data interpretation, facilitating pattern identification. Conclusions: Key findings reveal that hybrid working significantly influences employer branding, affecting organizational reputation, employee satisfaction, and talent retention. Flexibility in hybrid environments enhances positive employer branding perceptions. Effective internal communication, transparent processes, and inclusive cultures that prioritize employee well-being and recognition are critical. Competitive salaries, flexible work arrangements, and career development opportunities also play significant roles in retaining top talent.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-64436 |
| Date | January 2024 |
| Creators | Ushurova, Intizar, Kabro, Limar, Alyossef, Naya |
| Publisher | Jönköping University, IHH, Företagsekonomi |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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