The Role of Employer Branding in Attracting and Retaining Top Talent a Study in IT Industry

Abstract

The increasing competition for skilled professionals in the IT industry has intensified the need for effective employer branding strategies. This study investigates the role of employer branding in attracting and retaining top talent within the IT sector, focusing specifically on 15 IT companies based in Hyderabad, India. The primary objective is to examine how employer branding influences job seekers’ preferences and current employees’ retention intentions. A mixed-methods research design was employed. Quantitative data were collected from a sample of 300 IT professionals through a structured online questionnaire, while qualitative insights were obtained from semi-structured interviews with HR and talent acquisition managers from the participating companies. Stratified random sampling was used for employee participants to ensure diverse representation across job roles and experience levels, while purposive sampling was used for HR professionals. Data analysis involved descriptive statistics, correlation, and multiple regression analysis using SPSS to identify relationships between dimensions of employer branding (e.g., company reputation, career development opportunities, work culture) and key talent outcomes (attraction and retention). Qualitative data were analyzed using thematic coding to uncover organizational perspectives on branding practices and challenges. The findings reveal that employer branding has a significant positive impact on both talent attraction and retention. Specifically, perceptions of organizational culture, career growth opportunities, and employer reputation emerged as strong predictors of job preference and employee loyalty. Qualitative insights highlighted that companies investing in transparent communication, employee recognition, and inclusive workplace culture reported better retention outcomes. The study concludes that a well-articulated and consistently executed employer branding strategy is a strategic asset for IT companies seeking to secure and sustain a competitive workforce. It recommends that firms integrate internal branding initiatives with external employer value propositions to strengthen their positioning in the talent market.