An Empirical Study on Employer Branding in The Private Life Insurance Companies with Reference to Western Region of Tamilnadu

In this entire world, one thing is more important than anything else that is human life. Generally, human life is “priceless". The great wonders in this world are being made by the human beings. But it is difficult to save every human life from uncertainties. So some trade-off must be made which called as life insurance. Life insurance is one of the most responsible decisions, which ensures family members will get financial benefit to continue to balance the quality of life they deserve. This study discusses the concept of employer branding in private life insurance companies. Generally, employer branding is how the company create the brand image to the market. Here employer plays a major role like a “brand promoters”; This study covers the Western region of Tamilnadu as geographical area, which includes seven different districts. The total sample size included 750 Employees. The objective of this study is to find out the employees’ opinion towards the human resource practices, employees’ perception towards the value proposition and employees’ satisfaction level towards the employer branding components among the private Life Insurance companies. The present study is based on both primary and secondary data. A special care was given to design the interview schedule to collect the primary data. The present study is applied the proportionate Stratified Random sampling technique. Data analyzed by using Chi-square test, Garrett Ranking, Independent-Samples T Test, Analysis of Variance (ANOVA). This study reveals that in private life insurance companies, employees are working like rolling stones instead of brand ambassadors. Hence private life insurance companies have to implement the employer branding concept. This concept could help the industry to create a right opinion about their organization to employees, control the attrition, improve the employee attraction as well retention.