Impact of HR practices on corporate image building in the Indian IT sector

Renu Rana,Sandeep Kumar Gupta,Shikha Kapoor

doi:10.21511/ppm.19(2).2021.42

Renu Rana, Sandeep Kumar Gupta + Show 1 more

Open Access

https://doi.org/10.21511/ppm.19(2).2021.42

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Abstract

HR practices have been always significant for researchers and industries because of the large expansion of the companies in various fields, which requires leaders who can identify and introduce innovative and effective HR practices to utilize and retain human resources for the long period. In the 21st century, there has been tremendous growth in the IT sector all around the world. The Indian IT sector has become globally competitive and high-tech in the rapidly developing Indian economy. Hence, this study was undertaken in the Indian IT sector to identify the impact of HR practices on corporate image building. This paper applied a quantitative research method. Data from 100 respondents were collected with the help of a structured questionnaire to test the hypotheses. Pearson’s correlation coefficient and SPSS 20 software were used for data analysis. The findings of the regression analysis proved that there is a significant relationship between employer branding and corporate image building. The analysis of this study indicates that the IT companies implementing the HR practices based on employer branding and corporate social responsibility get benefits in building the corporate image and give positive results to them. HR practices have a significant relationship with corporate image building.

Highlights

The foundation of corporate image building is new in the field of human resource management, as previously it was applied in marketing management
H2: There is a significant relationship between corporate social responsibility and corporate The collected data were analyzed with the statisimage building
H3: There is a significant relationship between the analysis tools that help performing descriptive corporate social performance and corporate statistics like correlation and regression analysis, image building

Summary

INTRODUCTION

The foundation of corporate image building is new in the field of human resource management, as previously it was applied in marketing management. The HR practices are the organizational tool that can be utilized for the betterment of the organization in 360 degrees In this scenario, this study examined the impact of HR practices on corporate image building in the Indian IT sector. Internal employer branding refers to area of human resource management introducing the development of policies and programs and all the latest technologies for environmental probuilding corporate culture for the betterment of tection These CSR activities provide a competiinternal individuals. Ciety seem favorable in comparison to the compaother important determinants of employer brand- nies that do not care stated that a large number of ing are competitiveness and transparency, which companies improve their CSR practices to build an organization has to consider in their branding their corporate image and alternatively corporate policies and plans for an effective result The other part of the questionnaire contains multiple-choice questions with 5 options to select the answer

AIMS AND HYPOTHESES

RESULTS

METHODOLOGY

CONCLUSION