Published on: May 2026
EMPLOYER BRANDING VS EMPLOYEE REALITY: A STUDY ON ITS IMPACT ON TALENT ATTRACTION AND RETENTION
Dhanya K
R Jayanthi
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Abstract
The present study is focused on the IT / Software & Technology industry, one of the fastest-growing sectors in today’s economy. This industry includes software development, IT services, cloud computing, artificial intelligence, cybersecurity, data analytics, and digital solutions.
The industry is highly dependent on skilled employees, as their knowledge and performance directly contribute to organizational success. Due to high competition for talent, companies give importance to attracting qualified candidates and retaining experienced employees.
Employer branding plays an important role in this sector, as job seekers often compare companies based on salary, career growth, work culture, flexibility, learning opportunities, and company reputation. Many organizations use websites, social media, job portals, and referral programs to build a positive employer image.
At the same time, employees expect supportive management, recognition, fair compensation, and work-life balance. If the actual experience does not match the promises made during recruitment, it may lead to dissatisfaction and turnover
How to Cite this Paper
K, D. (2026). Employer Branding Vs Employee Reality: A Study on its Impact on Talent Attraction and Retention. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(05). https://doi.org/10.55041/ijcope.v2i5.076
K, Dhanya. "Employer Branding Vs Employee Reality: A Study on its Impact on Talent Attraction and Retention." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 05, 2026, pp. . doi:https://doi.org/10.55041/ijcope.v2i5.076.
K, Dhanya. "Employer Branding Vs Employee Reality: A Study on its Impact on Talent Attraction and Retention." International Journal of Creative and Open Research in Engineering and Management 02, no. 05 (2026). https://doi.org/https://doi.org/10.55041/ijcope.v2i5.076.
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References
Book References
1.Ambler, T., & Barrow, (1996). The Employer Brand. Journal of Brand Management.
2.Mosley, (2014). Employer Brand Management: Practical Lessons from the World’s Leading Employers. Wiley.
3.Minchington, (2010). Employer Brand Leadership: A Global Perspective. Collective Learning Australia.
4.Barrow, , & Mosley, R. (2005). The Employer Brand: Bringing the Best of Brand Management to People at Work. Wiley.
5.Dessler, (2020). Human Resource Management (16th ed.). Pearson.
6.Armstrong, , & Taylor, S. (2020). Armstrong’s Handbook of Human Resource Management Practice. Kogan Page.
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- •Peer Review Type: Double-Blind Peer Review
- •Published on: May 07 2026
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