Employer Branding and Employee Retention with the Test of Mediating Role of Social Media in the Context of Nepalese Service Sector

The aim of this study is to investigate the role of employer branding (including compensation and benefits, organization culture, employer reputation, and career development) in Nepalese service sec-tor industries and its impact on employee retention. Additionally, the study explores the potential mediating role of social media communication technology in this relationship. While previous re-search has predominantly focused on employer branding's role in enhancing organizational attrac-tiveness and the mediating role of social media, this study diverges by examining its impact on em-ployee retention, filling a gap in Nepalese research literature. Data from 183 respondents were ana-lyzed using SMART-PLS software, employing structural equation modeling and bootstrap multi-group analysis. The study reveals that there is no direct and significant relationship between employer branding components and employee retention. Despite the emphasis on the significance of a strong employer brand in retaining employees, other contextual factors may play a more influential role in the Nepalese service sector context. Moreover, the mediating role of social media usage in the rela-tionship between employer branding and employee retention was found to be insignificant. It means the information provided through social media does not contribute to retain employees. However, the employer’s branding leverages the time of retention of the employees. Though social media may serve as a valuable tool for employer branding and communication, its direct impact on employee retention in Nepalese service sector is limited. Future research could consider additional contextual factors such as job satisfaction and work-life balance, as well as explore elements like competitive remuneration and organizational support, to deepen understanding of employee retention dynamics and inform initiatives aimed at fostering entrepreneurship among students.