Employer branding in IT/ITES units - an empirical study

Researchers believe that Employer branding may be the most powerful tool a business can use to emotionally engage employees, maintain and retain the talented. It is essential to accurately measure whether the organization's values, systems, policies and behaviors work towards the objectives of attracting, motivating and retaining current and potential employees. This paper envisages examining empirically the Employer brand status in the IT/ITES (Information Technology/Information Technology Enabled Services) units under study and determining, if any, the differences in the Employer brand and its components /elements among the IT students and IT professionals. This study is limited to analyzing the Employer brand in terms of the perceived Employer brand image and the Employer brand expectations in the selected units of the IT industry in India. The findings would help to picturize the Employer brand image and expectations and provide policy makers and HR consultants a starting point to look individually into the various labor segments and evaluate their Employer brands.