Investigating the Impact of Managerial Coaching on Generation Z Employee Retention: Employer Branding as a Moderator

Document Type : Research Article

Authors

1 Department of Management, Faculty of Economics and Management, University of Tabriz, Tabriz, Iran

2 Department of Management, Faculty of Economic and Management, University of Tabriz, Tabriz, Iran

10.22059/jomc.2025.398318.1008844

Abstract

Purpose: The purpose of this study is to investigate the impact of managerial coaching on the retention of Gen Z employees in IT startups, while also examining the moderating role of employer branding in this relationship.

Methodology: In terms of objective, this research is classified as applied research, and in terms of nature, it is a descriptive-correlational study. The statistical population includes 1,300 active Gen Z employees in IT startups, and the sample size, calculated using Cochran’s formula, was estimated at 296 individuals. Data collection was conducted via a questionnaire method, with 285 questionnaires received and analyzed. The obtained data were analyzed using SPSS27 and SmartPLS3 software.

Findings: The findings of this research indicate that managerial coaching, as an emerging concepts in organizational leadership, has a significant impact on the retention of Gen Z employees. Furthermore, employer branding moderates this relationship.

Originality/value: Analysis of the collected data regarding the research hypotheses reveals that managerial coaching, with the moderating role of employer branding, leaves a significant and meaningful impact on the retention of Gen Z employees. Therefore, it may be considered a contemporary and effective approach in human resource management for addressing the critical challenge of retaining Gen Z employees in organizations, especially in startups.

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