Employee turnover is a topic that almost every organization has to deal with today. If only from the point of view that recruiting and training a new employee is very costly, not only in time but also financially. At the same time, the departure of each employee also affects the atmosphere in the company as a whole, not just the department or organizational unit concerned. Employee retention is thus a huge challenge for every company and its HR department today. Of course, company communication also plays a key role here. This study explores the role of big data in managing employee turnover, a critical issue for organizations aiming to retain talent. Findings suggest that companies, are underutilizing advanced HR analytics, with a notable gap in predictive analytics. Qualitative interviews with HR professionals provided insights into the current practices of HR data collection and usage. Thematic analysis, conducted using MAXQDA, revealed significant differences in the adoption of data-driven strategies. These results offer both practical and theoretical contributions, emphasizing the need for broader application of predictive tools in HR management, especially in emerging markets.