ANALYSIS OF DIFFERENT ASPECTS OF EMPLOYER BRANDING AND ITS IMPACT ON TALENT ATTRACTION AND RETENTION

Abstract

The Major Research Project on the topic ‘Analysis of Different Aspects of Employer Branding and Its Impact on Talent Attraction and Retention’ explores the different factors that can contribute to the build-up of an employer brand. Different contributory factors have been explored in the past, however, in the present scenario, limited quantitative research has been carried out in this field, thus there is scope for study in this field and hence this dissertation project has been made. The outcomes of the research work can help us in understanding which factors need to be taken care of more than others in order to build strong employer branding, also it is necessary to confirm the existence of a relationship in between the factors involved in the study and choosing to join or stay in an organisation due to employer branding. The factors that impact the employer branding and hence employee attraction and retention can be understood and then accordingly this can be used to work on factors to further enhance the employer brand value. The project has tried to capture the extent to which the various variables involved in the study are connected to each other, hence assessing the need to focus more on the factors that are more impactful can be understood.