A Study on Employer Branding Dimensions in Selected IT Firms

Abstract

The factors associated with branding were identified beneath communication/marketing remit. There existed no difference between the employer brand and consumer brand. Companies who had strong product/ service brand would de facto be attractive to potential employees. Today, companies require blended capabilities. Ultimately, it is the personal experience of the relationship that a person develops within an organization that determines the longevity and win-win consummation of association. An extended concept of relationship marketing principle is Employer branding. An endeavor has been made through this research with an objective to identify the Employer Branding Dimensions (EBD) in selected Information technology firms located in Bangalore from existing employee perspective. Study has been executed using structured questionnaire with Information Technology (IT) employees as respondents from various companies like, Infosys, IBM, NTT DATA, Marvell technologies, JDA software solutions. Data thus collected is analysed using software package and considering the factor loadings, key dimensions (factors) that constituted the Employer branding. The findings of the study emphasize that relationship among dimensions constituting individual employer branding highlights the complexity in its significance as no individual factor has dominant influence on Employer Branding. But many factors in combination acts on branding.