Abstract:

Talent acquisition and retention are the most pivotal issues prevalent in the IT-ITeS industries. To tap the talent pool and acquire the finest talents, companies are now implementing strategies to project themselves as the employer of choice and their workplace among the best places to work. One of the most effective strategies utilized by companies these days is employer branding. An effective employer brand is essential to differentiate from competitors and to attract, develop and maintain talented and motivated employees. In this context it is considered appropriate to conduct a study on employer branding and to identify various employer branding strategy to attract and retain employees in the organization. Both primary and secondary data have been used for the study. The sample respondents of the study consist of employees of IT sector. Simple random sampling method was used. Data were collected from 330 respondents spread across the three Information Technology (IT) firms in Kerala. For the purpose of the present study ten identified attributes of company culture have been ranked by the selected IT professionals. The attributes include confidence in the senior leadership, commitment to high quality, appreciation of constructive criticism, fostering of creativeness and initiative, positive value system, a great place to work, clearly defined goals that relate to the goals and missions of the business, good communication channels, encouraged to make suggestions for improvement, part of a team (shared mission, values, efforts, and goals.)Kendall’s W Test was applied to analyze the collected data.

Description:

employer brand, employer branding, culture