Employer Branding in Digital Economy a study in ITes sector

In todayand#8223;s world, every company is in competition in the search for talents and so is the individuals are in search of good employers. The big question here is - why should an individual specially Gen Y and Millennial will choose to work for a company rather than another? Another issue about current generations is that teenagers and young adults at the beginning of their working lives are more focused on the brand. They want to work for a Google or Infosys because they have bought into the brand emotionally. Thus, todayand#8223;s IT/ITeS firms have not just competition for customers but also for the quality people, in the whole employment market. The best way to do this is by having a clear, identifiable employer brand and communicating it in the marketplace. In the same way that a corporate brand aims at attracting and retaining customers, so an employer brand aims at attracting and retaining employees. The present research aims at examining the impact of employer branding in the modern digital Economy leveraging Social Media, Mobile, Analytics and Cloud (SMAC) on attraction of prospective employees who are millennial (Gen Y) as well as retention of existing workforce of different generations (e.g., Baby Boomers, Gen X and Gen Y) in top ITeS organizations in India. The objective of the study is to examine the framework of Employer Branding as an important HR tool for attracting, motivating and retaining talents for sustainable business growth in digital economy as practiced by the leading Indian IT /ITeS Organizations for attaining their HR Corporate goals. The target population for the study are i. Potential Employees in the ITeS Sector such as fresh college graduates and post graduates in the streams of Science, Commerce, Management and Arts ii. Existing employeeand#8223;s i.e. experienced professionals working for IT and ITeS sector, iii. Practicing HR professionals in the IT and ITeS sector. newlineIn all we propose to have about 1000 participants, consisting of 139 practicing HR Professionals from IT and ITeS Sector.