This study aimed to determine the impacts of employer branding on organisational identification and employee retention among healthcare employees. This study also examined the mediating role of organisational identification and the moderating roles of psychological involvement and employee loyalty. Data was collected from 390 healthcare employees comprising doctors and nurses. The research analysis was conducted via SPSS and Smart-PLS. The findings revealed that employer branding had a significantly positive relationship with organisational identification and employee retention. Further, organisational identification mediated the relationship between employer branding and employee retention. The results also confirmed the moderating roles of psychological involvement and employee loyalty between organisational identification and employee retention. Limitations and implications of the present study are discussed at the end of the paper.

本研究旨在确定雇主品牌对医疗保健员工的组织认同和员工保留的影响。本研究还检验了组织认同的中介作用以及心理参与和员工忠诚度的调节作用。数据收集自 390 名医护人员，包括医生和护士。研究分析是通过 SPSS 和 Smart-PLS 进行的。调查结果表明，雇主品牌与组织认同感和员工保留率有显着的正相关关系。此外，组织认同调节了雇主品牌和员工保留之间的关系。结果还证实了心理投入和员工忠诚度在组织认同和员工保留之间的调节作用。