WINNING THE TALENT WAR: THE INFLUENCE OF EMPLOYER BRANDING ON RETENTION IN INDIAS IT LANDSCAPE (KEY IJP************577)

• Dr. Prajakta Khule

Abstract

This research investigates how employer branding influences employee retention within the Information Technology (IT) sector in India. Employer branding has emerged as a vital strategy for companies to attract and retain top talent in a competitive landscape (Backhaus & Tikoo, 2004). This study combines secondary research with primary data collected via an online questionnaire from 100 IT sector employees in India. Statistical analysis, conducted using SPSS software, reveals a strong positive correlation between employer branding and employee retention. Key employer branding factors such as work-life balance, growth opportunities, compensation, company values, and corporate social responsibility, significantly influence employeesdecisions to stay with or leave their employer. The findings support that a robust employer brand not only attracts talent but also fosters long-term employee commitment, contributing to business success. The study concludes with practical recommendations for enhancing employer branding strategies and highlights areas for further research in related industries.