Abstract:

It is pertinent for employees to comprehend their organisational brand personality because of its impacts on their thought patterns, daily actions, commitment, engagement and most especially their level of retention. The Nigerian University system suffered the worst hit from consistent brain drain of its proficient faculty and staff members, as the system is unable to retain sufficient faculties, due to lack of identifiable and good brand personality. This study examines the effect of brand personality on employee retention in selected higher educational institutions in South-West Nigeria. Three hundred and fifty-six (356) copies of questionnaire were administered to faculties and staff of the selected private and Federal University in South-West Nigeria. A total of 334 questionnaires were returned, correctly filled and analysed which represents 93.82% response rate. Statistical Packages for Social Sciences (SPSS version 23) particularly correlation analysis was used to analyse the data collected. Findings revealed that brand personality has a positive relationship with employees’ retention. This study recommends to the management of the selected higher institutions to be mindful and ensure to build the right brand image by building the right brand personality in other to achieve high quality employee retention.

Keywords:

Employees Retention, Higher Educational Institutions, Organisational Brand Personality.