EFFECT OF EMPLOYER BRANDING ON EMPLOYEE RETENTION IN THE TELECOMMUNICATION INDUSTRY IN NIGERIA
Adoje, Elizabeth Michael , C. I. Okeke, PhD and Haruna, Muhammed Awwal
Volume 5 Issue 2
Abstract
Abstract This study examined the effect of employer branding on employee retention in the Nigerian telecommunication industry. The target population consisted of 442 employees from the Abuja regional headquarters of the four major telecommunication companies (MTN, Glo, Airtel, and 9Mobile). A census approach was adopted, with structured questionnaire in a 5-point Likert format distributed in person to all employees. A total of 371 valid responses were retrieved and analysed. Data were analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The measurement model demonstrated strong reliability and validity, while the structural model exhibited excellent fit and predictive power (R² = 0.794; Q²_predict = 0.785). Findings revealed significant positive effects on employee retention from all three dimensions: development value (β = 0.399, p < 0.001), application value (β = 0.263, p < 0.01), and diversity value (β = 0.276, p < 0.001), with development value emerging as the strongest predictor. Based on the results, it is recommended that telecommunication firms should therefore develop and authentically implement comprehensive internal employer branding strategies that simultaneously emphasise career development, meaningful skill application, and genuine inclusivity to foster greater employee loyalty and reduce voluntary turnover. Keywords: Employer Branding, Development Value, Application Value, Diversity Value, Employee Retention
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