Optimizing employee satisfaction in India’s IT sector: a focus on employer branding

Anupama Sharma, Rahul Raj (), Manish Kumar (), Ashulekha Gupta (), Amar Johri and Mohammad Asif
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Anupama Sharma: Graphic Era Deemed to be University
Rahul Raj: Graphic Era Hill University
Manish Kumar: Haldwani Campus
Ashulekha Gupta: Graphic Era Deemed to be University
Amar Johri: Saudi Electronic University
Mohammad Asif: Saudi Electronic University

Palgrave Communications, 2025, vol. 12, issue 1, 1-10

Abstract: Abstract This study is motivated by the recognition of the pivotal role of employee satisfaction in the success of organizations within the IT sector. Through an examination of the impact of employer branding strategies on employee satisfaction, the research aims to reveal insights that can guide HR practices and organizational strategies to enhance overall employee well-being and retention rates. The primary objective of this paper is to investigate the relationship between employer branding and employee satisfaction among executive-level personnel in the IT industry within the Delhi-NCR region. Employing PLS-SEM for data analysis, the research includes a sample of 220 individuals employed in various IT companies within Delhi-NCR, selected using the simple random sampling method. Results from structural equation modelling analysis demonstrate a significant positive relationship between employer branding and job satisfaction among IT sector employees in Delhi-NCR. The findings emphasize the importance for companies to prioritize creating conducive environments for employee satisfaction, highlighting the significance of fostering an appealing workplace to promote employee satisfaction and retention. This outcome presents a novel perspective on how businesses can enhance employee performance. Insights such as these may assist academics and managers in improving employee satisfaction by elucidating the effective utilization of employer branding strategies.

Date: 2025
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DOI: 10.1057/s41599-024-03689-9

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