Influence of Employer Brand Perception on the Retention Intentions of Millennials and Generation Z Employees in the Indian Automobile Industry

The study shows that the Millennial and Generation Z employees in the Indian automobile industry develop positive retention perceptions when they have a positive employer brand perception. The relationship is, however, instrument-dependent. The most compelling arguments concentrate on training, quality interpersonal relationships at work, rewards, opportunities to do significant and ethical work, inclusion, well-being and a trustworthy opportunity to develop a rewarding career. These factors are primarily retained through the person–organization fit, engagement, satisfaction, and identification with the organization. The retention of experienced production employees assumes greater importance in the context of the sector's developing economy and the new requirements for electronic, software, digital, and sustainability-related capabilities. Millennials and Generation Z employees should not be treated as distinct segments. Both value a fair and just economy with growth and purpose. The differences should be appreciated as variations in the focus or emphasis which are largely defined by the career stage and the nature of the job. A credible employer brand in the auto industry will therefore promise a stable foundation and a range of flexible options. Credibility will be defined by the consistency employees experience in the recruitment process, induction, supervision, and learning, performance, internal movement and exiting processes. There is secondary evidence in support of this, but a sustained, multiemployer automobile study in India is required to support causative arguments and draw broad population conclusions.

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