The Influence of Employer Brand on Turnover Intention in the Chinese Context: Perceived Organizational Support as a Moderator

Abstract

The purpose of this study is to identify the influence of key dimensions of employer brand on the Chinese IT employees’ turnover intention addressing perceived organizational support as the moderator as well. This paper identified employer brand as five key dimensions: compensation and benefits, training and development, work-life effectiveness, reputation, and organizational culture. Empirical research was conducted based on the data collection of 130 existing employees in ‘Baidu’, a Chinese IT company. The results indicated that compensation and benefits, training and development, work-life effectiveness, and organizational culture significant influence employee’s turnover intention, but reputation did not have an impact on turnover intention as expected. Moreover, perceived organizational support could moderate the relationships between employer brand dimensions and turnover intention.