Impact of Employer Branding on Employee Attraction and Retention

Abstract

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The prime purpose of this study was to understand what is perceived as employer branding and how employer branding influences talent attraction and retention in the IT industry. When employees join or apply to an organisation, they always look for a unique set of benefits (Employee Value Proposition or EVP) and the brand, apart from the compensation and rewards offered. Employer branding helps organisations in spending less on recruiting and retaining quality employees. Considering the growing importance of employer branding, existing research on the subject covering similar concepts/topics is not extensive – and is majorly confined to marketing literatures. Data were collected and analysed both quantitatively and qualitatively. For quantitative analysis, a suitable survey questionnaire was floated, containing 16 questions spanning the critical areas discussed in the paper, to employees of different IT sector firms, and a few other companies in the metropolitan as well as other cities in India. For qualitative analysis, a few in-depth interviews were conducted with a select set of employees – primarily from various IT sector companies. So, the study was a nested complimentary mixed method study. This research will be useful to HR executives in general, and to those working for IT companies in particular.

Keywords: Employee Retention, Employer Branding, Talent Acquisition, Employee Attraction

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