CORE SELF-EVALUATION AS A MODERATOR BETWEEN EMPLOYER BRANDING FACTORS AND EMPLOYEE RETENTION

Abstract

 

Employee retention is about understanding why employees join a company in the first place. With high turnover rates worldwide, managers worry about keeping skilled workers. Retaining employees is crucial because losing them is costly, lowers valuable knowledge, and weakens a company’s edge. To attract and keep talent, companies use strategies like supervisor support, good job conditions, fair pay, work-life balance, career growth, and job security. But personal differences among employees can affect how these strategies work. This study looks at how core self-evaluation—the way employees see themselves—affects the link between these retention strategies and keeping employees in Iraq's banking sector, where turnover is high. The researchers gathered data from 385 bank workers in Baghdad, Basra, and Mosul and analyzed it using PLS-SEM. They found that core self-evaluation changes how supervisor support, job conditions, job growth, and job security relate to retention. These results help us understand how personal motivation shapes how well retention efforts work and offer practical advice for managers aiming to build loyal teams.