Employer brand – employee engagement relationship and its influence on employee retention

Human capital, which the most valuable assets for nowadays and future, is the most powerful variable in the way which brings success to organizations and help them to achieve their goals. It can be imagine so capable organization, which have indispensable and valuable resources, capital and commodity. But if the organization does not have so talented and gifted employees, it does not have any chance for sustainable competitive advantage. Therefore saving its employees and to improve their employee engagement level is the one of the most vital objectives. Researches release that engaged employees contribute more to organizational goals with showing better performance, they also want to stay and work in the organization for a long time. We can see "employer brand" approach in articles and books after 1990s. In the creator of the concept Simon Barrow's interpretation employer brand is the packege of functional, economical and psychological benefits. Employer brand with this content and applications seems as a solution for employee engagement and retention, which are indispensable for organizational achievement and to advance their goals. At the same time, employer brand concept is gained strategic point of view to human resources management. The relationship among employer brand, employee enagegement and retention, and also concequence of employer brand and employee engagement on employee retention have been studied in the thesis. Key Words: Employer Brand, Employee Engagement, Employee Retention, Human Resources Management