Strategy for Employer Branding: A Search for the Underlying Factors from the Perspective of the Students of Central Universities in North-East India

The purpose of the study is to understand the underlying factors for employer branding from the perspective of the students of Central Universities in North-eastern part of our country.

In order to serve the purpose of the study a structured questionnaire was developed and administered conveniently to total of two hundred respondents. The respondents of the study include post graduate students and research scholars from five Central Universities of North-East India viz., Assam University, North-Eastern Hill University, Tezpur University, Nagaland University and Mizoram University. The raw data so collected were finally captured in SPSS 16 version for analysis and interpretation. Further in order to address the objectives of the study factor analysis technique was considered appropriate in analysing the relative importance of the underlying factors that could be taken into consideration in building a distinctive employer image both in attracting and retaining talent.

The present study reiterates the contemporary theoretical propositions emerging in the present day world that depicts that the talent lots today are more driven by the sense of achievement both in the course of intra and inter personal growth and ambient organizational environment than the traditional wage increase. Thus the present study will lend a hand the HR Manager in attracting and retaining the right talent from the North eastern part of our country. However, this may at the same time recap the common universal factors to the problems as well.

Issues like globalization of aspirations and the cross-country gap need to be further investigated to explore the new phenomenon emerging in the employment market.