Abstract:

The employment environment, nowadays, is becoming increasingly competitive. Organizations strive to be "a great place to work" by creating different competitive advantages that not easily imitated by competitors. The willingness of employees to remain in the organization must be increased as much as possible, because if there is an increase in the number of employees leaving the company, this will cause a high increase in company’s total costs. In such competitive environment, employer branding is fast emerging as a long-term human resource (HR) strategy to attract and retain talented workforce. This study aims to investigate the effect of employer brand to employee retention with job satisfaction as mediating variable in Fleet Division Transportation and Logistics Company in Indonesia. In this study, researcher examines only the effect of employer branding to internal organization (impacts to Fleet Division’s existing employee), which the employer brand builds job satisfaction to indicate the employee retention. Thus, this paper presents important findings enabling employers to build brand value and an attractive reputation in the job market so as to attract and retain the best talent.