The Influence of Employer Branding on Employee Retention Among Private Hospitals in Nairobi County

Abstract

This study investigated the intricate relationship between employer branding and employee retention within private hospitals in Nairobi County. The Hierarchy of Needs theory and ERG Motivation theories guided the study. A descriptive survey research design was adopted to reach a conclusion. The research began with a thorough examination of the demographic characteristics of participants, establishing a comprehensive understanding of the workforce. Shifting focus to the core elements of employer branding, the study explores employees' positive perceptions across dimensions such as reputation as an employer, attractiveness of benefits, opportunities for growth, organizational values, and the overall work environment. The population included 4,000 full-time employees within private hospitals in Nairobi County. Multi-stage and stratified sampling method was used to calculate the sample population. 25% of the private hospitals in Nairobi county were included in the study. The data was primarily collected through the administration of questionnaires. The data was analyzed using descriptive statistics. The regression analysis results emphasized the statistical significance of the regression model, affirming that the independent variable exerted a substantial influence on employee retention. Findings indicated a generally positive view of the hospital's reputation and benefits, with robust perceptions of career growth opportunities and favorable evaluations of organizational values and the overall work environment. The study concluded that employer branding has a positive effect on employee retention across private hospitals in Nairobi County. The study recommended that private hospitals in Nairobi county should establish competitive remuneration packages, as well as regular adjustments of the same. Additionally, the subject hospitals should employ robust career development opportunities and promote a positive organizational culture and work-life balance. It was suggested that additional comparative studies should be undertaken to unveil insights on the disparities of employee retention within distinct contexts, for instance both public & private industry contexts