Page 1 of 11

Journal for Studies in Management and Planning

Available at http://edupediapublications.org/journals/index.php/JSMaP/

e-I SSN: 2395-0463

Vol ume 02 I s s ue 07

Jul y 2016

Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 190

Employer Branding: An attractive Strategy for Indian IT

Sector Companies

Ms. Sheenu Arora

(Research Scholar, MM Institute of Management,

Maharishi Markandeshwar University, Mullana-Ambala)

Email ID:- sheenuarora1988@gmail.com

Abstract

The theory of employer branding is little bit

an infant one. The term employer branding

is used by organizations as a strategic

method for attracting and retaining the

appropriate talent from the accessible

talented stuff. IT sector is the chief supporter

of country’s economic growth and also one

of the service sectors which engages people

in large number. The growth and success of

any organization largely depend upon

human capital of that organization. This is a

conceptual paper which is based on the

review of literature from available journals,

books, internet, etc. The aim of this paper is

to ascertain the relevance of employer

branding for Indian IT sector and also to

extract and evaluate effective strategies used

by IT sector for employer branding. It is

found that the Indian organizations use

employer branding for the growth and

expansion of their business and even during

recession, it is a best technique which is

used by organizations for attracting and

retaining the talented people. Thus, the

brand name of the organization may give a

remarkable direction to the potential

employees to join and stay in the

organization for long-run, thereby

contributing to its competitive advantage

and resulting in building an economically

strong nation.

Keywords: - Employer branding,

organizational attractiveness, retention,

economic growth, IT sector

Introduction

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Journal for Studies in Management and Planning

Available at http://edupediapublications.org/journals/index.php/JSMaP/

e-I SSN: 2395-0463

Vol ume 02 I s s ue 07

Jul y 2016

Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 191

The major challenging task of the

organization is to fulfill the demand of

talented employees in a competitive scenario

because accomplishment of an aim and

existence of the organization mainly depend

upon the excellence of the employees

working in the organization. Therefore it is

the main issue of the organization to attract

and retain talented staff for the survival of

the organization (Collins 2001). In today’s

world, Employer branding is used by

organizations as strategic mechanism for

attracting and retaining the right talent.

Specially, the organization which holds

technical capabilities require more

concentration and attention towards

attracting and retaining best, shining and

brilliant candidates. IT sector is one of the

growing sectors of the Indian economy.

Growth of the Indian economy mainly

depends upon the IT sector, which is one of

the service sectors engaging people in large

scale. Around 23% of total Indian personnel

are working in service Industries and also

BPO is the great place where the youth got

employment in large number.

Most attracting sectors

IT, communication, Telecom & ITES

FMCG, Durables, Retail

Auto & Auto- components

Energy and Infrastructure

BESI, consulting

Services

Manufacturing, Non- machinery

Pharmaceuticals and Biotechnology

(Source: - Randstad award Country report 2015)

During any challenging economic situation,

organizations that capture the opportunity to

engage with their current and potential

employees differentiate themselves from

those that pick a protective attitude during

uncertain economic conditions.

2015

72%

68%

66%

65%

64%

62%

59%

58%

2014

73%

69%

67%

66%

66%

64%

60%

61%

2013

69%

66%

65%

66%

65%

62%

59%

58%

Page 3 of 11

Journal for Studies in Management and Planning

Available at http://edupediapublications.org/journals/index.php/JSMaP/

e-I SSN: 2395-0463

Vol ume 02 I s s ue 07

Jul y 2016

Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 192

Organizations that continue to exist

hopefully and eagerly build and strengthen

their employment proposition and also

promise they make to their employees that

they will favorably position ahead of

competitors when the first signs of economic

recovery shine through. They give assurance

to the employees that they will provide

better opportunities to them even during

recession.

Employer branding

In spite of the fact, that the terms brand and

branding are not a new one. According to

American Marketing Association Brand may

be define as “a name, sign, symbols, design

or combination of all of them which is

intended to identify the goods and services

of one seller group or a groups of sellers and

to differentiate them from those of the

competitors”. Branding is the process of

developing an intended brand identity

(Kotler & lee 2008, p.215).

Employer branding is a term which is

brought with marketing in human resource

management. This concept is employed to

attract potential applicants and to retain the

existing employees in an organizational

culture. Basically, employer branding is a

two way process. One is for potential

employees and second is for existing

employees who are presently working in the

organization.

In simple words, the word Employer

branding consists of two words i.e.

Employer + Branding.

Employer: - Employer is a person, group or

institutions that engage the person.

Branding: - Branding is strategic planning

that permits an organization to differentiate

itself from competitors by developing brand

loyalty in the mind of customers.

So, Employer branding is an art of attracting

and retaining human capital to maximize the

profitability and productivity in terms of

skills and knowledge. For managing the

scare resources i.e. talent employer branding

used by the manager as a tool in their

organization. After reviewing the literature

associated with employer branding, it is

noticeable that this concept is a mixture of

marketing and HR. The term branding was

earlier found in marketing but now recently

it is a part of HR also. So, HR academician

and researcher use branding term in Human