1Professor, School of Management Studies, Vels University, Pallavaram, Chennai
2Research Scholar, School of Management Studies, Vels University, Pallavaram, Chennai
*Corresponding author: Dr. S. Vasantha, Professor, School of Management Studies, Vels University, Email ID: vasantha.sms@velsuniv.ac.in
Online published on 11 April, 2017.
Employer branding is gaining importance in India. Though the concept of Employer brand has become a routine with the organizations, this domain has recently attracted the interests of many researchers. It is a great challenge for any organization to retain the employees. This research intents to examine the different factors which influence Employer brand
The paper aims to examine the present state of firms in branding benefits and evaluate their impact on employees. The study makes an attempt to discuss the concept of employer branding, the strategies adopted by the organization and how employees recognize and interpret their employer brand. This study will be a potential eye opener for relevant professionals and new researchers.
The primary data was sourced from the representatives of IT employees from different companies in Chennai. The study has adopted descriptive research design. The sampling technique followed in the research is combination of both purposive and convenience sampling method. The sample size is 200.
The study found that the various values such as Economic, Functional, Psychological, Development and Social Value are the key determinants of Employer brand that the organization needs to focus while building the employer brand strategy.
This study presents implications for the companies to consider developing their branding strategies and offers implications for Talent Management of the organizations that need to be practiced
Employer Brand, Factors, Employees
