An Empirical Study of Employer Branding in InformationTechnology Companies

Abstract

The demand for qualified perfbnnel is increasing faMer than the offering. The competition in the mSrket has intensified compelling
companies to show an ever-iittreasing interest in the formulating strategies to differentiate amongst them. Strong demand for specific
skills, in addition to tightmarketing, is makingitmuch more difficult to retain current employees andrecruit new employees.
Employer Branding is called the 'hottest strategy in employment'. Employer brand is the image of the organization as a 'great place to
work'in the mind of current employees and other key stakeholders in the external market. Focus on common images found externally and
internally becomes imperative. In order to develop a strong employer brand, it is necessary to demonstrate what is specific about an
organization and its culture. However, awareness o f possibly existing differences and likeness in attitudes within certain groups would
make the strategy work more efficiently.
The objective of the research paper is to examine the likenesses and differences between employer External and Internal Brand Images of
three IT companies namely Infosys, TCS, and Wipro. The survey was based majorly on fifteen parameters that a prospective or a current
employee always looks at for in an organisation. This includes competitive compensation, career or growth opportunity, financial
strength, proper management and leadership style etc .It has been observed that the branding activities of TCS and Infosys have been rated
better over that ofWipro.