The Impact Of Employer Branding On Organizational Attractiveness Job Engagement And Organizational Commitment A Study of Indian IT Firms

Abstract

In knowledge intensive economies, organizations can gain a competitive edge through the skilled workforce. It is a proven fact the product can be imitated but it is not easy to imitate the skilled workforce. The relevance of skilled human resource increased with the passage of time and technology advancements. For any organization, skilled, engaged and committed employees are one of the vital weapons to fight competition and sustain in business. In the global as well as in the domestic labor market there has been increased struggle among organizations for skilled employees, the causes are demographic and financial changes worldwide. There are three important issued organizations are facing related to talent management. First to sustain the attraction of employees towards the organization, second to engage employees on their job in an effective manner, and third to sustain the commitment of employees so that their long stay in the organization can be ensured. By which employee skill and knowledge can be used for organizational growth for a longer duration. To mitigate these challenges employer branding has been considered as one of the comprehensive strategies to provide a competitive edge to the organization. Organizations are using employer branding to differentiate themselves from their competitors and promote themselves as the best organization to work. For retaining and attracting current and potential employees employer branding is adopted by numerous organizations. Obtained data were analyzed by using the SPSS version 20.0. Both descriptive statistical techniques and analytical techniques had been used for analyzing the data. newline The finding revealed that there is a positive and significant relationship and impact of employer branding on organizational attractiveness, job engagement, and organizational commitment. newline