Branding in Digital Economy

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.