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Employer Brand refers to what people currently associate with an organization, employer branding can been described as the sum of a company’s efforts to communicate to existing and prospective staff what makes it a desirable place to work, and the active management of a company’s image as seen through the eyes of its associates and potential hires. This study is an attempt to continue afresh with new perspective to the field of human resource and behavioural sciences with special reference to employer branding: factors effecting employment choice and willingness to stay in information technology industry. The review on the related literature in the area of Employer branding and their willingness to stay or quit studied in this research has provided the researcher an insight into many factors. It also provides directions in designing the present study. Having reviewed several studies and having identified the gap, the investigator felt an imperative need to undertake the present investigation. The sample consisted of 276 IT employees from 11 employers of Bangalore city listed by NASSCOM. The sample consisted of both male and female IT employees. Judgemental sampling technique was adopted to select the number of respondents across the three types of management levels. The Major findings of the study were: 1. The five major media adopted to choose to work with the present employer were personal contacts followed by friends at the organization, job portals, company website and campus recruitment. Whereas media’s like head-hunters, advertisements, internship, articles in media or product information had less interference in media adoption process. 2. It was found that challenging tasks, good reference for future career, international career opportunity, financial benefits, and work life balance were the top five factors that motivated employees to stay in the organization. Whereas wages / salary,products / services, retirement insurance, vehicle loan / discount facility, support staff for domestic help where least in motivating employees to stay. 3. It was found that compensation and benefits was the highest factor triggering an employee’s decision to quit followed by rewards and recognition, training programs, corporate culture and too challenging tasks. Other factors like recruitment and induction processes, reputation of the organization, leave and vacation policy, vehicle loan / discount facility and corporate social responsibility did not influence employees’ decision to quit. 4. It was found that compensation was the highest factor on why employees leave the organization.This was followed by reference for rewards,training programs,corporate culture, and challenging tasks. 5. Employee’s perception of trust too played a vital role in his decision process to stay or quit. It was found that dimensions like willingness to listen; trust, reliability, accountability, fairness, commitment and integrity played a vital role in influencing the trust process in an employee towards the organisation. Implications : HR managers need to have a good theory or model of how employer branding works in their own organisations. What works in one organisation or one industry sector may be quite different from what works in another. This indicates that there is some hard evidence and useful insights to be learned from emerging research in employer branding and its close relative, talent management. HR managers would be advised to look at this evidence-based work before leaping. Conclusion: The findings and outcome of this research will be beneficial to the IT organisations in India, which is a flourishing industry and contributes significantly to the GDP of the country and the talent pool of the world. The study will bring in sharp focus on the major challenges encountered in these areas and the solutions that will aid IT organisations to deal more significantly in increasing their organisational efficiency. Key words: employer branding, willingness to stay, perception of trust

Item Type:Thesis (Other)
Subjects:Thesis > MPhil > Management
ID Code:5062
Deposited By:Knowledge Center Christ University
Deposited On:28 Oct 2013 17:57
Last Modified:28 Oct 2013 17:57

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