Antecedents to employer branding : a strategic focus on the information technology (IT) sector in India

Nayak, Smitha and Mendon, Suhan (2017) Antecedents to employer branding : a strategic focus on the information technology (IT) sector in India. Polish Journal of Management Studies, 15 (2). pp. 143-151. ISSN 20817452

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Abstract

There is a paradigm shift in the nature of employee –employer bonding in the present dynamic business context. It is moving from a strong long term relationship to an instable short term association. This change is primarily observed among highly skilled knowledge workers of the information technology industry as they seek the best organizational environment that will suit their needs. In the present operating business environment where organizational growth is an outcome of innovative and technological progressions, human capital has emerged as one of the most valued assets of the organization. Skilled human capital can be a source of competitive advantage to companies and be a significant antecedent to its success. The challenge for the information technology industry is therefore to design a work environment that not only attracts but retains such talented human capital. Hence, it is imperative for the companies to explore the attributes that such skilled talent expect and operationalise them to effective employer branding strategies. This study is an attempt to explore the important attributes that IT specialists aspire in an organization of interest which will be beneficial design employer branding strategies.

Item Type: Article
Uncontrolled Keywords: employer branding, IT sector ,employee attraction, employee retention
Subjects: Management > MIM Manipal
Depositing User: MIM User
Date Deposited: 22 Nov 2017 05:23
Last Modified: 22 Nov 2017 05:23
URI: http://eprints.manipal.edu/id/eprint/150032

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