19. Employer Brand and Its External Perspective

The demand for qualified personnel is increasing faster than their availability in India as well as internationally. Intensified market competition has influenced both large and small companies to continuously update their hiring strategies in order to distinguish themselves from their competitors. With an aim of differentiating and creating a unique employment experience, employer branding is continuously gaining reputation as a strategic approach in the current scenario. The aim of this study is to find the various dimensions of employer brand that attracts the potential employees in IT sector. The research presented in this chapter involves both exploratory and conclusive aspects of research. The interviews were conducted with the final-year student placement coordinators of MCA and B. Tech studying in central, state and deemed universities in India. The themes identified through interviews along with Employer Attractiveness Scale developed by Berthon et al. (Int J Advertising 24(2):151–172, 2005) have been included in the final five-point Likert scale questionnaire with 34 statements defining employer brand. Confirmatory factor analysis and exploratory factor analysis have been used to analyse the data using SPSS and AMOS 2.0. The findings and conclusion have been presented depending upon empirical evidences.