An Empirical Study of Employer Branding in Information Technology Companies

Abstract

The demand for qualified personnel is increasing faster than the available supply. Competition in the market has intensified, compelling companies to show an ever-increasing interest in formulating strategies to differentiate themselves. Strong demand for specific skills, along with tight labor markets, has made it much more difficult to retain current employees and recruit new ones.

Employer branding is often referred to as the “hottest strategy in employment.” An employer brand represents the image of an organization as a “great place to work” in the minds of current employees and other key stakeholders in the external market. Focusing on common images found both externally and internally has therefore become imperative. To develop a strong employer brand, it is necessary to highlight what is unique about an organization and its culture. Awareness of existing similarities and differences in attitudes among various groups can make employer branding strategies more effective.

The objective of this research paper is to examine the similarities and differences between the external and internal employer brand images of three IT companies—Infosys, TCS, and Wipro. The survey was primarily based on fifteen parameters that prospective and current employees commonly consider when evaluating an organization. These parameters include competitive compensation, career growth opportunities, financial strength, and effective management and leadership styles. The findings reveal that the employer branding activities of TCS and Infosys have been rated more favorably than those of Wipro.