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Study on Employer Branding in IT Companies: The Indian Scenario

Avinash Pawar
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Avinash Pawar: University of Pune, India

Journal of Applied Management and Investments, 2018, vol. 7, issue 3, 162-171

Abstract: The employer brand characterizes the core values of an organization. Organizations are considered as good employers who have a strong identity and a positive image in the marketplace. Employer branding is relatively a new terminology for many companies in India, but it is becoming more important to today’s businesses for ensuring the sustainability in the market. Employer Branding gives a competitive advantage for employers for getting the right candidates with required knowledge, education, competence and skills from the job market. To be successful, organizations needs to attract the good prospective employees from the job market. Marketing tools associated with brand management have been applied to the human resource management in order to attract, engage and retain talented employees in the same way as marketing applies such tools to attract and retain customers is called as employer branding. It is a long-term and targeted strategy to manage the perceptions and awareness of current employees, communicate to prospective employees and other stakeholders associated with a specific organization. This paper puts the light on understanding the concept of employer branding in IT companies in India. It also deals with identification and analysis of the factors affecting Employer Branding from the viewpoint of the employees. Further, the paper also determines the importance these factors with employer means and results for creating Employer Brand for IT Companies in India.

Keywords: employer branding; employer of choice; employer brand; organizational attractiveness (search for similar items in EconPapers)
JEL-codes: J40 M31 L86 (search for similar items in EconPapers)
Date: 2018
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Handle: RePEc:ods:journl:v:7:y:2018:i:3:p:162-171