EMPLOYER BRANDING: STRATEGY FOR IMPROVING ORGANIZATIONAL COMMITMENT IN INDIAN IT SECTOR

Abstract

Many companies seek to gain sustained strategic advantages in the highly competitive industry in
order to make profit and to thrive. In this scenario, human resources, particularly in the servicebased sectors, became vital in achieving competitive advantage. Talented employees inside the
corporation must be maintained to gain a strategic edge. Employers use employer branding to
differentiate their company, establish a reputation to become a desirable place to function, and
recruit and maintain skilled workers within organisations. The main purpose of the research was
to investigate the impact of perceived employer branding on the perceived organisation culture as
well as the employee commitment. Convenient sampling and data collection technique was the
sampling approach. The data was evaluated using correlation and regression analysis. Results of
the analyses suggest that the perceived employers' branding has an important impact on the
perceived organisational culture and identity of the employees.