| Abstract [eng] |
65 pages, 15 tables, 1 figure, 77 references. The main aim of this master’s thesis is to examine the impact of internal employer branding on employee retention, considering the mediating role of employee engagement and evaluating the effect of psychological safety on this relationship. The thesis consists of three main parts: analysis of scientific literature, the research and its results, and conclusions and recommendations. The literature analysis examines the concepts of internal employer branding, employee engagement, psychological safety, and employee retention, as well as their interrelationships and theoretical models. Based on the analysis, a conceptual research model was developed and research hypotheses were formulated. A quantitative study consisting of 4 constructs was conducted. Data were collected using a structured online questionnaire, with 332 respondents participating in the study. Data analysis was performed using SPSS software. Regression, mediation, and moderation analyses were applied using the A. Hayes SPSS PROCESS macro. The results showed that internal employer branding is statistically significantly related to employee engagement and employee retention. Partial mediation of employee engagement was identified in this relationship, while psychological safety moderates the relationship between internal employer branding and employee engagement – the relationship is stronger at lower levels of psychological safety and weakens as psychological safety increases. The conclusions indicate that psychological safety acts as a contextual factor that alters the role of internal employer branding in employee engagement. In a psychologically safe work environment, employee engagement is more strongly supported by daily work experience and interpersonal relationships than by employer branding alone. The conducted research may be used for further academic research and as recommendation-based material for organizations seeking to strengthen internal employer branding, employee engagement, and employee retention by creating a psychologically safe work environment. |
