The Influence of Employer Branding on Faculty Attrition Rates in Self-Financed Arts and Science Colleges in Coimbatore, Tamil Nadu, India

Abstract

The research explores the impact of employer branding on faculty attrition in self-financing arts and science colleges in Coimbatore. Faculty retention is critical for these institutions as high turnover disrupts academic processes and raises recruitment costs. Employer branding, including workplace culture, growth opportunities, and work-life balance, has been identified as a strategy for reducing faculty attrition. A mixed-methods approach, incorporating both quantitative and qualitative data, was used to collect insights from faculty members on how employer branding influences their decision to stay or leave. The study has collected 374 responses form the faculty and found that employer branding dimensions, such as job satisfaction, career growth, and work-life balance, are significantly linked to retention. A strong employer brand positively influences faculty perceptions, leading to higher retention rates. Regression analysis revealed that job satisfaction and a sense of belonging were the most significant predictors of retention, while unmet expectations increased the likelihood of faculty leaving. The research underscores the importance of developing effective employer branding strategies to retain faculty talent, ultimately supporting institutional stability and success.