The Role of Employer Branding on Recruitment and Employee Retention in IT Companies in Tamil Nadu

Abstract

This study examines how employer branding influences the recruitment experience and employee retention in Information
Technology (IT) companies located in Tamil Nadu. Organizations are increasingly investing in employer branding efforts as they compete with
other organizations for skilled professional talent in the labor market; however, there are potential gaps between the projected image of an
organization and the actual experiences that its employees have which can lead to questions about the long-term commitment of these
employees. The objective of this study is to investigate the relationships among employer branding and recruitment experiences, and to analyze
the effects of recruitment experiences and employer branding upon employee retention and organizational commitment. A quantitative
descriptive research methodology was used. Data collection was conducted via primary sources from 129 IT employees through a convenience
sampling method. The results suggest that there is a strong relationship among employer branding, recruitment experience and retention.
Recommendations for improvement include increasing the authenticity of employer branding as well as increasing the transparency of the
recruitment process. Additionally, the study concludes that a credible employer brand will positively affect an applicant's perceptions of
recruitment and enhance their long-term commitment to an organization, which in this case are in the IT sector in Tamil Nadu.