Strategic Employee Branding: A Catalyst for Retaining Talent
Author(s): Reena Chopra
Affiliation: Assistant Professor, Department of Management studies, T. John College
Page No: 52-63-
Volume issue & Publishing Year: Volume 2 Issue 5, May-2025
Journal: International Journal of Modern Engineering and Management | IJMEM
ISSN NO: 3048-8230
DOI:
Abstract:
Employer branding is a strategic step for attracting and keeping both new and existing employees in this modern and competitive era.The study is based on the fierce competition that characterizes the Indian IT sector; as it continues to grow, the sector must contend with significant attrition. Young people who are prepared to take risks and constantly shift professions in search of better prospects or work-life balance make up most of the human resources in IT organizations. The objective of this empirical work is to evaluate the elements of employer branding and how they affect employees' intentions to remain with a company. A modified version of Berthon et al. (2005)'s standardized scale is used in the Indian setting to measure the allure of potential employers. The convenience sampling approach is utilized, with a sample size of 100 current employees from Bangalore-based IT organizations. Regression and factor analysis are both used for data analysis. Seven factors—growth possibilities, Organizational culture, brand view, creativity and learning, belongingness, socio-ethical responsibility, and reward and recognition—are culled from the data once it has been reduced. Multiple regression is also used to investigate the connection between employer branding elements and the intention to remain with an IT organization. The results imply that brand image and a sense of belonging have a beneficial impact on employees' intentions to remain with a company. To retain more talent, organizations may benefit from suggestions based on the findings to enhance their workplace branding strategy.
Keywords:
Employee retention, IT organization, Strategic tool, Brand image, Employee Growth
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