An Empirical Study On Impact Of Employee Retention In IT Companies On The Employer Branding With Reference To Chennai City

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Dr. N. Barathi Dasan


The technology market is overwhelmed making the bid for talented employees is higher and shows no sign of slowing down. The companies need to change their strategy in recruiting and in retaining the best staff. Information Technology has created a level playing field among countries and has a positive impact on the lives of millions. A country’s IT potential is very important for it to compete globally and attain a healthy GDP. The IT industry has played a pivotal role in putting India on the global map. IT industry has been one of the most significant growth contributors for the Indian economy and its cost competitiveness in providing IT services continues to be its USP. It was instrumental in the transformation of the country from an agricultural based economy to a knowledge based economy and has contributed significantly towards social transformation in the country. This paper examined how important the concept of employer branding is gaining importance in today’s corporate world in order to retain the key talent, therefore organizations are focusing on building their corporate image in order to attract and retain the talented employees. The primary objective of this research paper was to study the retention strategies followed in the IT companies and to measure the impact of the strategies of retention of employees in the IT companies on the employer branding. This is an empirical study carried out in Chennai city. Employer branding helps the companies to improve and efficient management of the human resource in the IT sector. Recruitment and retention of employees are strongly influenced by the employer branding. In this view, 200 employees have been selected for this study based simple random technique. The primary data have been collected through the Google forms.   

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