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Branding in Digital Economy
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ISBN13: 9781805456667
Publisher: Independent Author
Published: Nov 28 2022
Pages: 200
Weight: 0.60
Height: 0.42 Width: 6.00 Depth: 9.00
Language: English
In today'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, today'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 & 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 & 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.
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