The nexus between internal employer branding and employees intention to stay: An empirical evidence from the North Indian banking sector

Frontline workers are critical to an organisation’s success as they directly influence customer experiences, thereby impacting the company’s profitability and prestige. To maintain prestige and progression, their satisfaction and retention are thus, imperative for an organisation. This study investigates how ‘internal employer branding, a contemporary employment strategy impacts frontline workers’ stay intention in the north Indian banking sector. The study is quantitative, and the sampling technique adopted is convenience sampling. The data was collected on self-administered questionnaires, with 405 valid responses received out of 511 distributed. To examine the established hypotheses, SEM analysis was conducted using SmartPLS. The results revealed that barring interest and application values, economic, social, and development values of internal employer branding significantly predict employees’ stay intention. Considering the importance of frontline workers in banks, this study is first in examining connection between internal employer branding and the intention of frontline employees to stay. However, as the study is confined to the country’s northern region and the frontline workers only, it may impact the generalizability of the findings.