Influence of training and development interventions on employee retention – an employer brand-based agenda

Purpose The aim of the study is to assess the effect of employer branding dimension of training and development on the retention of employees through the mediation of organizational identification (OI). Design/methodology/approach The study is based on data collected from the Indian IT employees. Regression and PROCESS Macro were used to test the hypotheses. Findings The regression results revealed that employer branding attribute of training and development influence employee retention (ER). Second, training and development influences OI and ER. Third, the relationship between training and development and ER is mediated by OI. Research limitations/implications The research provides a new direction, strategizing a brand around development value is effective to enhance OI and their intent to stay. The major limitation is that the data is collected from a single source that may result in the issue of common method biasness. Originality/value The paper focuses on measuring the effects of training and development on the retention of employees through the mediation of OI, for which studies are very limited.