A Study on the Influence of Employer Branding on Employee Retention in IT Companies around Chennai City

Jennifer Paul, Anthony Raj

Abstract


Organizations often have a fear that employees who have an issue to shift the job will lose motivation to work hard at their current jobs. More and more people want to leave their jobs today than in previous years. The purpose of this study is to explore the role of Employer Brand in influencing the employees’ decision to stay with the organization and also helps to revive the dead weight employees who stay back. This paper reports the result of a survey conducted among 350 employees of five leading IT companies in Chennai City which adopted employer branding.  The factors were analysed using Confirmatory Factor Analysis and the data were analysed using correlation and Multiple Regression.


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ISSN : 2251-1555