EMPLOYEE RETENTION AND TALENT MANAGEMENT IN THE HOSPITALITY SECTOR. DOES EMPLOYER BRANDING MATTER?

This purpose of this study is to examine the mediating role of employer branding in the relationship between talent management and employee retention within Zimbabwe’s hospitality sector. Using a quantitative approach, data was collected from 200 employees across various levels to assess the impact of employer branding on retention outcomes. Positivism and cross-sectional survey research design were employed as the research paradigm and design respectively. This study utilized the stratified random sampling technique to ensure that all relevant employee groups are adequately represented. Data was collected by the aid of the questionnaire. The results revealed that employer branding significantly enhances employee retention by increasing job satisfaction, organizational commitment and engagement. Notably, effective talent management can enhance the employer brand. The research also found that employer branding effectively mediates the link between talent management practices like training and career development, and employee retention. The findings highlight the importance for the management of Rainbow Tourism Group (RTG) and Cresta Hotels to embed employer branding within their talent management frameworks. Practical recommendations include fostering an appealing work culture and ensuring clear career development pathways, which can improve retention and address the high turnover rates common in Zimbabwe’s hospitality industry. This study contributes practical strategies which the managers can employ in enhancing employee retention. It also offers a model which can be implemented for retaining top talent in emerging markets by leaders of hospitality firms. Policy recommendations entail developing a strong employer brand that showcases the firms’ values, culture and opportunities for growth. The government can also come up with a policy that encourages public-private partnerships to promote employer branding and talent attraction.