<![CDATA[Background: The automotive finance industry in Indonesia faces the challenge of high employee turnover, which negatively affects workforce stability and the achievement of organizational objectives. This situation highlights the need to implement human resource management strategies that enhance employee retention. Objective: This study aims to examine how work-life balance and employer branding influence employee retention in an automotive finance company in Pekanbaru. Organizational commitment is examined as a mediating variable. Methods: A quantitative research design was employed, involving 167 employees who completed questionnaires. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). Results: The results indicate that work-life balance and employer branding have positive and significant effects on employee retention and organizational commitment. Furthermore, organizational commitment was found to mediate the relationship between work-life balance and employer branding with employee retention. These findings suggest that a supportive work-life balance and a strong corporate image can strengthen organizational commitment and encourage employees to remain with the company. Conclusion: To sustainably improve employee retention, this study highlights the importance for organizations to strengthen work-life balance initiatives and employer branding strategies.]]>
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