A STUDY ON THE INFLUENCE OF ORGANISATIONAL VALUES AND CULTURE ON EMPLOYER BRANDING IN SELECT IT COMPANIES IN CHENNAI CITY
DOI:
https://doi.org/10.5281/zenodo.19977220Keywords:
Employer Branding, Organisational Culture, IT Employees, IT CompaniesAbstract
In an employment market which is highly competitive, ‘war for talent’ is a reality. Organisations must focus on their employer brand to attract and retain talent. Literature on employer branding suggests that interest on employer branding is increasing due to changes in economics, geographies and cultural preferences. Organisations are working on their strategies to attract and retain employees. Among the various dimensions of employer branding, organisational culture and values have emerged as a critical factor influencing employee perceptions and organisational attractiveness. This study examines IT employees’ perceptions of values and culture as a construct of employer branding and analyses the relationship between employees’ demographic profiles and their perceptions of culture and values. Primary data were collected from 600 employees working in the top 20 IT companies ranked by NASSCOM using a structured questionnaire. Judgement sampling was adopted, and statistical tools such as percentage analysis, t-tests, and ANOVA were employed for data analysis. The findings reveal that IT employees exhibit a moderate level of satisfaction with values and culture in their organisation. While no significant differences were found across gender, age and experience in the field, significant variations in perceptions of values and culture were observed across marital status, educational qualification, designation, job type, experience, and income levels. The study concludes that values and culture of an organisation plays a vital role in strengthening employer branding by enhancing employee engagement, fostering innovation,
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