Employer branding and employee performance at KAI: employee retention' role as mediator

Today's job seekers prefer well-known companies, even though they're less likely to be accepted. The HR team must brand the company as an employer. Employer branding can a company's image, values, and work culture. has greater impact on employee loyalty than non-emotional factors employees. This study aims explain 1) employer branding's retention performance, 2) retention's 3) performance through mediator. 110 frontline workers from PT Kereta Api Indonesia (Persero) DAOP VII Madiun made up research sample. sampling was proportional random. Using SPSS Sobel, this uses descriptive inferential analysis. Influence test results show that increases performance. of path analysis Sobel mediator's role direct effect after being controlled by mediator is not significant. Employee acts full for according test. Companies improve improving via career opportunities, awards, relationships.