Abstract
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.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Agrawal, R. K., & Swaroop, P. (2009). Effect of employer brand image on application intentions of B-school undergraduates. Vision, 13(3), 41–49.
Albinger, H. S., & Freeman, S. J. (2000). Corporate social performance and attractiveness as an employer to different job seeking populations. Journal of Business Ethics, 28(3), 243–253.
Ambler, T., & Barrow, S. (1996). The employer brand. Journal of Brand Management, 4(3), 185–206.
Arachchige, B. J., & Robertson, A. (2011). Business student perceptions of a preferred employer: A study identifying determinants of employer branding. IUP Journal of Brand Management, 8(3).
Arachchige, B. J., & Robertson, A. (2013). Employer attractiveness: Comparative perceptions of undergraduate and postgraduate students. Sri Lankan Journal of Human Resource Management, 4(1).
Backhaus, K. B., Stone, B. A., & Heiner, K. (2002). Exploringthe relationship between corporate social performance and employer attractiveness. Business and Society, 41(3), 292–318.
Backhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9(5), 501–517.
Bamel, U. K., Paul, H., & Bamel, N. (2017). Managing workplace diversity through organizational climate. In T. P. S. Singh & A. J. Kulkarni (Eds.), Flexibility in resource management, flexible systems management (pp. 87–97). Singapore: Springer Nature.
Barrow, S., & Mosley, R. (2005). The employer brand, bringing the best of brand management to people at work. Chichester, England: Wiley Ltd.
Berthon, P., Ewing, M., & Hah, L. L. (2005). Captivating company: Dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), 151–172.
Chapman, D. S., Uggerslev, K. L., Carroll, S. A., Piasentin, K. A., & Jones, D. A. (2005). Applicant attraction to organizations and job choice: A meta-analytic review of the correlates of recruiting outcomes.
Chatterjee, J. (2000). Balancing external and internal flexibilities emerging strategy paradigms for Indian organizations. Global Journal of Flexible Systems Management, 1(1), 1–12.
Davies, G. (2008). Employer branding and its influence on managers. European Journal of Marketing, 42(5/6), 667–681.
De Vos, A., De Stobbeleir, K., & Meganck, A. (2009). The relationship between career-related antecedents and graduates’ anticipatory psychological contracts. Journal of Business and Psychology, 24(3), 289–298.
Dhir, S. (2016). Global competitiveness of informal economy organizations. In Flexible work organizations (pp. 209–224). India: Springer.
Dhir, S., & Sushil. (2017). Flexibility in modification and termination of cross-border joint ventures. Global Journal of Flexible Systems Management, 18(2), 139–151.
Dhir, S., & Mital, A. (2013). Asymmetric motives in Indian bilateral cross-border joint ventures with G7 nations: Impact of relative partner characteristics and initial conditions. International Journal of Strategic Business Alliances, 3(1), 69–92.
EB Insights. (2011). Universum, Spring Edition. Retrieved from http://www.universumglobal.com/stored-images/81/81405691-a9bb-41e1-9b6b-afbff9af11d2.pdf.
Ewing, M. T., Pitt, L. F., De Bussy, N. M., & Berthon, P. (2002). Employment branding in the knowledge economy. International Journal of Advertising, 21(1), 3–22.
Fabrigar, L. R., Wegener, D. T., MacCallum, R. C., & Strahan, E. J. (1999). Evaluating the use of exploratory factor analysis in psychological research. Psychological Methods, 4(3), 272.
Foster, C., Punjaisri, K., & Cheng, R. (2010). Exploring the relationship between corporate, internal and employer branding. Journal of Product & Brand Management, 19(6), 401–409.
Frook, J. E. (2001). Burnish your brand from the inside. B to B, 86(8), 1–2.
Gouldner, A. W. (1957) Cosmopolitans and locals: Toward an analysis of latent social roles. Administrative science quarterly, 281–306.
Hillebrandt, I., & Ivens, B. S. (2013). Scale development in employer branding. In Impulse für die Markenpraxis und Markenforschung (pp. 65–86). Springer Fachmedien Wiesbaden.
Jain, S. (2013). Employer branding and its impact on CSR, motivation, and retention of employees using structural equation modelling. Delhi Business Review, 14(2), 83.
Kaiser, H. F., & Rice, J. (1974). Little Jiffy, Mark IV. Educational and Psychological Measurement, 34(1), 111–117.
Knox, S., & Freeman, C. (2006). Measuring and managing employer brand image in the service industry. Journal of Marketing Management, 22(7–8), 695–716.
Kolle, S. (2011). Alignment of internally and externally aimed employer branding efforts—A case study of the novo nordisk employer branding programme ‘Life changing careers’ (Bachelor Thesis). Retrieved from: http://pure.au.dk/portal-asbstudent/files/36182924/Bachelor_Thesis_FINAL.pdf.
Lievens, F., & Highhouse, S. (2003). The relation of instrumental and symbolic attributes to a company’s attractiveness as an employer. Personnel Psychology, 56(1), 75–102.
Melin, E. (2005). Employer branding: Likenesses and differences between external and internal employer brand images.
Miles, S. J., & Mangold, G. (2004). A Conceptualization of the employee branding process. Journal of Relationship Marketing, 3(2–3), 65–87.
Moroko, L., & Uncles, M. D. (2008). Characteristics of successful employer brands. Journal of Brand Management, 16(3), 160–175.
Moroko, L., & Uncles, M. (2009). Employer branding. Wall Street Journal, 23.
Mosley, R. W. (2007). Customer experience, organisational culture and the employer brand. Journal of Brand Management, 15(2), 123–134.
Rosethorn, H. (2009). The employer brand: Keeping faith with the deal. CRC Press.
Roy, S. K. (2008). Identifying the dimensions of attractiveness of an employer brand in the indian context. South Asian Journal of Management, 15(4), 110–130.
Smola, K., & Sutton, C. D. (2002). Generational differences: Revisiting generational work values for the new millennium. Journal of Organizational Behavior, 23(4), 363–382.
Srivastava, P. (2010). An employer brand framework for prospective employees: Scale development & model testing (Unpublished Ph.D. Thesis). Management Development Institute, Gurgaon (India).
Sullivan, J. (2004). Eight elements of a successful employment brand, ER Daily, February 23.
Sushil, Bhal, K. T., & Singh, S. P. (2016). Managing flexibility: People, process, technology and business. In Flexible systems management (pp. 115–133). New Delhi: Springer.
Yadav, M., Rangnekar, S., & Bamel, U. (2016). Workplace flexibility dimensions as enablers of organizational citizenship behavior. Global Journal of Flexible Systems Management, 17(1), 41–56.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2018 Springer Nature Singapore Pte Ltd.
About this chapter
Cite this chapter
Sharma, R., Prasad, A. (2018). Employer Brand and Its External Perspective. In: Dhir, S., Sushil (eds) Flexible Strategies in VUCA Markets. Flexible Systems Management. Springer, Singapore. https://doi.org/10.1007/978-981-10-8926-8_19
Download citation
DOI: https://doi.org/10.1007/978-981-10-8926-8_19
Published:
Publisher Name: Springer, Singapore
Print ISBN: 978-981-10-8925-1
Online ISBN: 978-981-10-8926-8
eBook Packages: Business and ManagementBusiness and Management (R0)