A Study on the Impact of Employer Branding on Talent Acquisition and Retention in IT Companies
Keywords:
Talent Attraction, Talent Acquisition, Employer Branding, Employee RetentionAbstract
Talent plays a pivotal role in the development and prosperity of an organization. In the present world of ‘war for talent’, the IT companies are struggling to attract, acquire, and retain the desired talent. The companies have started employing various marketing and HR strategies for talent acquisition and retention. One of the strategies the companies are employing for talent attraction and acquisition is employer branding. Employer branding is a recent HR phenomenon blended with marketing principles enables the employer to project its image as an ‘employer of choice’ and a ‘great place to work’. It is an inevitable by-product of the great corporate culture of the companies and begins with how a job aspirant experiences the employer from the first stage of an interview to the last stage of retirement. In the process of employee recruitment, the employer branding strongly emanates the vision, mission, values, and ethics on which a great brand image is built. The brand image helps the organizations to attract, recruit and retain a pool of talented workforce. The present study discusses the various elements of employer branding and their impact on talent acquisition and retention for the prosperity of the organizations.
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