A Study of Employer Branding With Special Reference to It Companies in STPI Nagpur

Globalization provided opportunities in each sector and industry. Technical advancement give boost to service industry specifically IT industry. With the development of IT sector new opportunities for the skilled employees also increase resulting in the war for skilled workforce in IT sector. Employee attraction and retention become crucial function for the organizations. In this paper research focus on the various factors responsible for employer branding and how these factor affect employee retention. Major focus was on job security, performance recognition, quality management, opportunities for Growth and company image and how these factors help in creating an employer brand. Researcher also studies employee’s perception towards these factors and their importance in attraction and retention of employee. This study reveals that employer brand play a very important role in attracting and retaining employee. Employer brand can be created through good employee oriented human resource policies and practices. This study is conducted at STPI Nagpur. Five IT companies were selected for the study. 100 employees were randomly selected from these companies. Survey method is used to collect the firsthand data. The inferences are drawn with the help of descriptive statistics. The research concludes that good HR practices help in creation good employer brand which result in attracting and retaining the skilled workforce