The aim of this article is to analyze the correlation between the employer branding feature of organizational support and staff retention within a New Zealand government agency. This study employs a cross-sectional design, using an online survey approach to gather data from 134 research participants. Participants for the research were sourced from a local municipality in New Zealand. The Process Macro Regression technique was used to look at the data that was gathered. The primary conclusions of this research are: firstly, it demonstrates that perceived organizational support (POS) as an employer branding strategy influences employee retention. Second, POS has a big effect on workers' organizational commitment (OC), which is an indicator of how likely they are to stay with the company. Third, this research found that OC was the link between organizational support and employee retention. This research investigated POS as an employment branding technique; the results have some significant implications for organizations. This research indicates that organizations have to provide sufficient organizational support systems to get the reputation as a superior employer among various stakeholders.

The results indicate that organizations should prioritize enhancing organizational support to attract, retain, and keep personnel, since individuals seek conducive and attractive work environments. Well-planned and well executed organizational support initiatives may improve the organization's image as an employer brand among prospective job candidates. This study examined POS as an employer branding feature within the New Zealand setting; research on POS as an employer branding approach is limited. The findings indicate that organizations that use organizational support systems as an employer branding approach are more successful in keeping their talent over an extended period.