Empirical Study of Factors Influencing Employer Branding

Employer Branding is a psychological contract between employer and the employee. When the psychological contract is fulfilled, the employee is more likely to be engaged and loyal; however, if the contract is broken a fall in engagement and productivity can result, with an attendant impact on staff turnover and productivity. Employer Branding is emphasized in today's Knowledge based economy. IT industry has the most significance due to the prevalence of knowledge workers as key resources. Most recent studies look at defining employer branding and emphasizing its importance. This study is an attempt to understand the concept of employer branding as the employees of the IT Industry identify it. It is an empirical study using structured questionnaire and exploratory factor analysis. Employee Loyalty and Employer Image were found to be the most influencing factors of Employer Branding through this study. The researchers enumerate the factors that emerge as influencers of Employer Branding. This knowledge will help companies to consciously build their brand and understand how their prime target, the employees receive it. Employers can harness the advantage of Employer Branding to create a positive feeling of belongingness that will improve productivity and reduce intention to quit.