Employer Branding and Career Development Effects on Generation Z Employee Retention in Banking
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Banking, Employer Branding, Career Development, Job Satisfaction, Generation Z
Abstract
Employee retention among Generation Z has become a strategic challenge in the banking industry context Indonesia, especially in the digital landscape transformation and rapidly changing labour market dynamics. This research explores the impact of employer branding in addition to career progression on Generation Z the maintenance of employees by means of Job satisfaction as a mediating factor. This research employs a quantitative methodology using a framework for testing the causal links between the variables in a study design. Generation Z workers at Indonesia's national and regional development banks make up the study population. Selective sampling was applied utilizing a sample of 150 participants who met the inclusion criteria. An online survey was used to collect the data, which was then analyzed using partial least squares structural equation modeling. The analysis reveals that employer branding and career development positively and indirectly impact Staff retention by work satisfaction. The results underscore the significance of strong employer brand identity strategies and structured career development programmes in enhancing loyalty and job satisfaction among young employees. The practical implications of this study are that banking organizations need to optimise their corporate image communication and provide career development pathways tailored to the needs of Generation Z to retain top talent.
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Copyright (c) 2026 Ipa Hafsiah Yakin, Carlos Perez
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