Does employer branding contribute to talent retention and organizational effectiveness of travel agencies? The mediating role of corporate social responsibility and person-organization-fit

The study aimed to evaluate the impact of employer branding on corporate social responsibility, talent retention, organizational effectiveness, and person-organization-fit, as well as the impact of person-organization-fit on innovative work behaviors and talent retention. The study also aimed to explore the mediating role of corporate social responsibility in the relationship between employer branding and both talent retention and organizational effectiveness, as well as the mediating role of person-organization-fit in the relationship between employer branding and talent retention in travel agencies category A. The descriptive analytical method, as well as the questionnaire, were relied upon to achieve the objectives of the study. 741 questionnaires were distributed to a random sample of employees in travel agencies category A in Cairo Governorate, while the study relied on the analysis of 638 questionnaires, with a response rate of 86%. Data were analyzed using SPSS v. 28 and AMOS v. 24. The results highlighted a positive and significant impact of employer branding on corporate social responsibility, talent retention, organizational effectiveness, and person-organization-fit. The results of the study also confirmed the positive and significant impact of person-organization-fit on both innovative work behaviors and talent retention. Moreover, the results of the study showed that corporate social responsibility plays a partial mediating role in the relationship between employer branding and both talent retention and organizational effectiveness, while person-organization-fit plays a full mediating role in the relationship between employer branding and talent retention.