International Journal For Multidisciplinary Research

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Analyzing Employee Engagement as a Mediator in the Relationship Between Employer Branding and Talent Retention with Job Burnout as a Moderator: A Study of International Telco Company based in Indonesia

Author(s) Aim Abdurrohim, Ade Irma Susanty, Anita Silvianita
Country Indonesia
Abstract The growth of Indonesia's telecommunications sector, driven by 5G expansion and the digital economy, is key to the country's digital transformation. Effective HR management is essential for attracting skilled employees to support innovation in this industry. Employee engagement, encompassing physical, cognitive, and emotional involvement, is a critical measure of connection to the organization, while a strong employer brand enhances loyalty and retention. However, job burnout, which undermines performance, can reduce retention and increase turnover intentions, posing challenges for long term sustainability
This study aims to examine the role of employee engagement as a mediator in the relationship between employer branding and talent retention, with job burnout acting as a moderator within the company. The data for this research were obtained through a survey questionnaire administered to a sample of 192 employees. The research adopts a quantitative approach, utilizing Structural Equation Modeling (SEM) with Partial Least Squares (PLS) methods, analyzed using SmartPLS 3.0 software. The variables investigated in this study include employer branding (EB), employee engagement (EE), talent retention (TR), and job burnout (JB).
The results of the study reveal that employer branding has a positive and significant impact on both employee engagement and talent retention. Employee engagement also demonstrates a positive and significant effect on talent retention. Furthermore, employee engagement positively and significantly mediates the influence of employer branding on talent retention. However, job burnout has a negative and significant moderating effect on the relationship between employee engagement and talent retention. The study suggests that company should prioritize addressing job burnout as a critical factor that may affect talent retention.
Keywords employer branding, employee engagement, talent retention, job burnout, telecommunications industry
Field Business Administration
Published In Volume 6, Issue 6, November-December 2024
Published On 2024-12-22
DOI https://doi.org/10.36948/ijfmr.2024.v06i06.33576
Short DOI https://doi.org/g8w2zg
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