Retain Talent Through Employer Branding: A Strategic Approach of ITeS in Eastern India

Markets are competitive and volatile where sustainability is a challenging task. If we look at the current context, most of the organizations are restructuring their internal forces to develop their core competencies. In this regards, employee has a big role in fulfilling organization’s mission. Concept of employer branding is adopted by most of the organizations, whose basic objective is to develop a good faith in the employees mind towards the organization. The present study is an attempt to judge few components, which are related to employer branding and their role in talent retention in Information Technology enabled Services sector, especially in Eastern India. Total 617 data have been considered for the analysis and data have been collected through primary method. The analysis has been done by using chi-square test and factor analysis. The result of the study indicates that operational strategy, financial conditions, companies HR policies, accessibility of the company, balance work and personal life, future prospect have a significant association with different demographic classification of the respondents. The study emphasized on the most of the components that are strongly connected with company management and policy, work-life environment and learning and opportunities.