A Study on Employer Branding Dimensions in Selected IT Firms

  • Authors

    • S. Bharath
    • P. Nagesh
    • . .
    2018-10-02
    https://doi.org/10.14419/ijet.v7i4.10.20824
  • Employer Branding, Information Technology, Dimensions

  • 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. 

     

     

  • References

    1. [1] Johnson M & Roberts P (2006), “Rules of attraction: Recruit and retain the best staff with employer brandingâ€, Marketing Health Services, Vol. 26, No. 1, pp. 38-40.

      [2] Dyar (2007), “Employer branding: A vital tool for successâ€, Strategic Communication Management, Vol. 2, No. 1, pp. 2.

      [3] Bryan LL & Joyes CI (2007), Mobilizing Minds: Creating wealth from talent in the 21st century organisation: McGraw Hill, New York.

      [4] Ambler T & Barrow S (1996), “The employer brand†The Journal of Brand Management, Vol. 4, No. 3, pp. 85-106.

      [5] Backhaus K & Tikoo S (2004), “Conceptualizing and researching employer brandingâ€, Career Development International, Vol. 9, No. 5, pp. 501-17.

      [6] Frook J.E (2001), “Burnish Your Brand from Insideâ€, Vol. 86, B to B, pp. 1-2.

      [7] Rachael Maxwell & Simon Knox (2006), “Motivating employers to “live the brandâ€: a comparative case study of employer brand attractiveness within the firmâ€. Journal of Marketing Management, Vol. 25, No. 9-10, pp.893-907.

      [8] Linda F Love & Parbudayal Singh (2011), “Workplace Branding: Leveraging Human Resources Management Practices for Competitive Advantage Through†Best Employer Surveys, Springer Journal of Business Psychology, Vol. 26, pp. 175-181.

      [9] Pushpendra Priyadarshi (2001), “Employer brand image as a predicator of employer satisfaction, affective commitment and turnoverâ€, The Indian Journal of Industrial Relation, Vol. 46. No.3.

      [10] Knox S & Frerman C (2006), “Measuring and managing employer brand image in the service industry†Journal of Marketing Management, Vol. 22, pp. 695-716.

      [11] Aln Robertson & Ali Khatibi (2012), “By design or by default: Creating the employer indentityâ€, IUP Journal of Brand Management, Vol. 9, No.4.

      [12] Kanika Sehgal & N Malati (2013), Employer branding: A potent organisational tool for enhancing competitive advantageâ€, IUP Journal of Brand Management, Vol. 10, pp. 51-56.

      [13] Neha Sharma & Kamalanabhan TJ (2014), “IT employees brand attributes and the role of internal corporate communication: a survey of Indian IT industryâ€, International journal of business excellence, Vol. 7, No. 1, pp. 55-75.

      [14] Janse Van Rensburg A & Roott G (2009), "Evaluating a methodology for assessing the strategic alignment of a mining company recruitment function", SA Journal of Human Resource Management, Vol. 7, pp. 1-201

      [15] Neeti Leetha Chhabra and Aparna Misra (2008), “The Icfaianâ€, Journal of Management Research, Vol. 7. No. 11.

      [16] Nor Adibah Ahmada & Salina Daud (2016), “Engaging People with Employer Branding†Procedia Economics and Finance, Elseveir Publication, pp. 690 – 698.

  • Downloads

  • How to Cite

    Bharath, S., Nagesh, P., & ., . (2018). A Study on Employer Branding Dimensions in Selected IT Firms. International Journal of Engineering & Technology, 7(4.10), 137-143. https://doi.org/10.14419/ijet.v7i4.10.20824

    Received date: 2018-10-03

    Accepted date: 2018-10-03

    Published date: 2018-10-02