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Project Report On: Submitted by
Project Report On: Submitted by
Project Report On: Submitted by
On
Submitted By:
BHAVIK PANDE
1
CERTIFICATE
This project is submitted to Rashtrasant Tukdoji Maharaj Nagpur University in partial fulfillment
of academic requirements for the degree of Bachelor of Business Administration, for the session
2020-21
I find the work comprehensive, complete and of sufficiently high standard to warrant its
presentation.
Place: Nagpur
Date: 04/05/2021
1
ACKNOWLEDGEMENT
I take this opportunity to convey my gratitude to those who provided me help during the course of
my study.
It is indeed a great pleasure to express my sincere thanks and sense of gratitude to Prof. SARAN
UPPAL for his/her valuable guidance, timely help and suggestions and constant encouragement
during my project work.
I am deeply indebted and grateful to the people who shared their opinion & experience with me in
order to bring out this research project successfully one.
There are many who offered me help and support in numerous ways. I wish to express my
gratitude to all those who have helped me throughout this research work to complete it
successfully.
However, I accept the sole responsibility for any possible errors of omission and commission.
1
DECLARATION
The work presented in this project report titled “A STUDY ON EMPLOYER BRANDING
STRATERGIES BEING PRACTISED BY CAMPANIES IN INDIA” has been carried out by me
under the guidance of Prof. SARAN UPPAL during the academic year 2020-21.
I solemnly declare that this work has not been submitted in part or full for other course conducted
by Rashtrasant Tukdoji Maharaj Nagpur University or any other University for any other purpose.
1
CONTENT
INTRODUCTION
INDUSTRY PROFILE
COMPANY PROFILE
STATEMENT OF PROBLEMS
OBJECTIVES OF STUDY
SCOPE OF STUDY
LIMITATIONS OF STUDY
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1 of Management Education, Nagpur
INTRODUCTION
Tirpude Institute
1 of Management Education, Nagpur
INTRODUCTION
“Employer branding” is an emerging discipline with its roots in classical marketing and HR
principles. Its aim is to develop an image of the organization as an “employer of choice” in
the minds of existing and potential employees, as well as other stakeholders including
customers and recruiters. The objective is not only to offer these tangible benefits, but to also
develop an emotional link with them. A strong employer brand should connect an
organization‘s values, people strategy and HR policies and be linked to the company brand.
Definitions : Sartain and Schumann (2006) defined employer brand as: "how a business build
and packages its identity, from its origins and values, what it promises to
deliver to emotionally connect employees so that they in turn deliver what a business
promises to customers.
"Brett Minchington (2005) defines employer branding as the image of your organization as a
great place to work ‘in the mind of current employees and key stakeholders in the external
market (active and passive candidates, clients, customers and other key stakeholders).
Tirpude Institute
1 of Management Education, Nagpur
Sullivan (2004) defines employer branding as "a targeted, long-term strategy to manage the
awareness and perceptions of employees, potential employees, and related stakeholders with
regards to a particular firm."
Ambler and Barrow (1996) define employer brand in terms of the benefits it conveys on
employees.
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1 of Management Education, Nagpur
Origin of Employer Branding: Employer branding is not a new concept. It‘s just that the
term has gradually become popular and is now taken more seriously by the employers.
Employer branding was first defined in1996, in the Journal of Brand Management in
December 1996 by Simon Barrow (chairman of People in Business) and Tim Ambler (Senior
Fellow of London Business School). They defined employer branding as the”
package of functional, economic and psychological benefits provided by employment, and
identified with employing company”.
Times have changed. The rise of social platforms has compelled companies to be more
transparent. People are more likely to join a company based on what its employees perceive
and say about it. This means talent attraction depends on employee advocacy. Vice versa is
also true. Employees want to stick to their company for long, if it is perceived as an employer
of choice.
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1 of Management Education, Nagpur
Fundamentals of Employer Branding:
Fundamentals of employer branding that every organization can lay its focus onto achieve their goals
Additional Culture of
Rewards and Women
Transparency Momentum Well being perks and fairness and
recognition empowerment
benefits diversity
Concept of Employer Brand: Branding can also be used in the area of human resource
management. The application of branding principles to human resource management has
been termed “employer branding”. Employer branding is defined as “a targeted, long term
strategy to manage the awareness and perceptions of employees, potential employees, and
related stakeholders with regards to a particular firm”. These definitions indicate that
employer branding involves promoting, both within and outside the firm, a clear view of
what makes a firm different from its competitors and desirable as an employer. The employer
brand puts forth an image showing the organization as a good place to work.
The Employer Brand Experience: An employer brand is the full physical, intellectual, and
emotional experience of people who work there, and the anticipated experience of candidates
who might work there. The employer brand radiating out of our organization‘s name inspires
loyalty, productivity, and a sense of pride.
•Functional benefits: Tangible rewards of working at the employer: salary, health care, a
clean, safe work place , and a convenient location; for example: “XYZ Co. has great
compensation and has a beautiful office near my home.”
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1 of Management Education, Nagpur
•Reasons to believe: Validation of the employer‘s claims; for example: “my friend says XYZ
Co. is a great place to work” and “the local news station calls XYZ Co. a hot company for
talented people.”
9 Steps to a Successful Employer Branding Strategy: Ever has current and future talent
been more important to business success than it is today. Today, organizations discuss having
a “people advantage” and work with “talent optimization”. There are also new titles and
positions like “Chief Talent Officer.” Attracting and retaining the right talent is becoming a
key organizational capability. The industry is quickly moving away from a short-term
recruitment focus to a long-term employer branding focus. Companies will gain a
competitive advantage by taking a long-term approach to investing in employer branding and
developing their brands to align with long-term business needs. Here are some concrete, step-
by-step tips to help develop your own employer branding strategies.
Tirpude Institute
1 of Management Education, Nagpur
Employer branding is important to:
Anyone, including beginners and veterans, who are making a move in their career will always
take into consideration:
A company with strong employer brand shows that it cares for people and values them. It has
a long way to go.
This generation is more interested in self-employment, entrepreneurship and in jobs that offer
them freedom and convenience to work on their own. So, devising a strategy to attract quality
talent makes sense in today‘s business scenario.
Tirpude Institute
1 of Management Education, Nagpur
INDUSTRY PROFILE
Tirpude Institute
1 of Management Education, Nagpur
IT INDUSTRY
IT Industry in India has played a key role in putting India on the global map. It has been one
of the most significant growth contributors for the Indian economy. The industry has played a
significant role in transforming India’s image from a slow moving bureaucratic economy to a
land of innovative entrepreneurs and a global player in providing world class technology
solutions and business services. The industry has helped India transform from a rural and
agriculture-based economy to a knowledge based economy. India’s IT industry contributed
around 7.7% to the country’s GDP and is expected to contribute 10% to India’s GDP by
2025.
Several products or services within an economy are associated with information technology,
including computer hardware, software, electronics, semiconductors, internet, telecom
equipment, and e-commerce.
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With a 6.1% growth in the year 2019, India's IT-BPM sector stood at $177 Billion and
approximating growth at this rate, the industry will develop to $ 350 Billion by the year 2025.
Speaking of IT and ITES Industry; it grew to $ 181 Billion in the financial year of 2019 as
domestic revenue advanced to $ 44 Billion.
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E-COMMERECE INDUSTRY
E-commerce has transformed the way business is done in India. The Indian E-commerce
market is expected to grow to US$ 200 billion by 2026 from US$ 38.5 billion as of 2017.
Much of the growth for the industry has been triggered by an increase in internet and
smartphone penetration. As of August 2020, the number of internet connections in India
significantly increased to ~760 million, driven by the ‘Digital India’ programme. Out of the
total internet connections, ~61% connections were in urban areas, of which 97% connections
were wireless
`
Features
Retail Websites
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1 of Management Education, Nagpur
Some of the companies in E-COMMERCE sector are:
Overall, we expect Indian e-commerce to grow 40 per cent in 2020, grossing $38 billion
GMV (gross merchandise value), up from $27 billion in 2019.” Indian e-commerce grossed
$22 billion GMV in 2018. India e-commerce will reach US$ 99 billion by 2024, growing at a
27% CAGR over 2019-24, with grocery and fashion/apparel likely to be the key drivers of
incremental growth.
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1 of Management Education, Nagpur
COMPANY PROFILE
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The name Infosys derived from Information Systems. Infosys Limited is an Indian
Information Technology company that provides global business consulting and information
technology services. Infosys helps clients in 45 countries to create and execute different
strategies for their digital transformation. Infosys helps businesses to renew & improve
existing conditions so that their business can achieve higher efficiencies and stay relevant
according to current times. Infosys has more than 200,000 employees and through their hard
work & dedication, Infosys has grown to become a US $10.9 billion (revenues FY18)
company with a market capitalization of US $39 billion. It is the second largest in the list of
top 10 IT companies in India 2020.
Infosys Limited (NASDAQ: INFY) was started in 1981 by seven people with US$ 250
capital. Infosys is a global leader in the "next generation" of IT and consulting. Infosys today
has offices in 32 countries, and several software development and training centers in India.
Organization Heads are N.R. Narayana Murthy (FOUNDER ), Salil S. Parekh (CEO) Pravin
Rao (COO).
Infosys’ Mission is "To achieve our objectives in an environment of fairness, honesty, and
courtesy towards our clients, employees, vendors and society" and Vision is "To be a
globally respected corporation that provides best-of-breed business solutions, leveraging
technology, delivered by best-in-class people."
Infosys provides software development and its maintenance services to a wide array of
companies from different fields such as insurance, finance, manufacturing etc. Some of the
important work related platforms used in Infosys are NIA AI Platform, Edge Verve Systems,
Infosys Information Platform, management consulting service.
Infosys has a growing global presence with 242,371 employees. Globally, we have operations
spread across 191 locations in 46 countries , Headquarters of the Company is in Bangalore,
Karnataka, India.
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1 of Management Education, Nagpur
Their business strategic blueprint are- scaling digital capabilities, deepening automation and
artificial intelligence (AI), reskilling employees, and increasing local hiring .
Infosys CEO Salil Parekh said the future workplace will be a hybrid one, but said the
company's employees will return to office in a sustainable way in the coming months,
unlocking the power of social capital in a post-pandemic world.
Tirpude Institute
1 of Management Education, Nagpur
Microsoft India Private Limited is a subsidiary of American software company Microsoft
Corporation, headquartered in Hyderabad, India. The company first entered the Indian market
in 1990 and has since worked closely with the Indian government, the IT industry, academia
and the local developer community to usher in some of the early successes in the IT market.
They currently has offices in 9 cities. Microsoft in India employs about 6,500 people and has
six business units representing the complete Microsoft product portfolio.
Microsoft Corporation's generic strategy creates competitive advantage while enabling the
business to maintain a broad market scope. On the other hand, market penetration is used as
the main intensive growth strategy to support Microsoft's growth in a highly competitive
global computer hardware and software market.
Microsoft has made twelve acquisitions worth over one billion dollars: Skype (2011),
aQuantive (2007), Fast Search & Transfer (2008), Navision (2002), Visio Corporation
(2000), Yammer (2012), Nokia's mobile and devices division (2013), Mojang (2014),
LinkedIn (2016), GitHub (2018), Affirmed Networks (2020), ZeniMax etc.
Some of the products which Microsoft offering are- .Excel., Microsoft Family Safety.,
Microsoft Teams, OneDrive, Outlook., PowerPoint., SharePoint,Word and many more.
Microsoft looks set to deliver not one, but two major updates to Windows in 2021. The first,
Windows 10X, is a new, lighter-weight version of Windows for new hardware, while the
second is a long-awaited user interface refresh of Windows 10, with user interface elements
already being tested out on Xbox.
Microsoft's corporate vision is “to help people and businesses throughout the world realize
their full potential.” Their mission is of “empowering every person and organization on the
planet to achieve more.”
Tirpude Institute
1 of Management Education, Nagpur
Flipkart is one of India’s leading e-commerce marketplaces. It was founded in October 2007
and its headquarters are in Bengaluru. It was founded by Sachin Bansal and Binny Bansal.
This online venture was initially started as an online bookstore and as the popularity of the
company grew, it expanded and diversified its operations.
It started selling other items such as music, movies, and mobile phones. As the revolution of
e-commerce gained momentum in India, Flipkart grew at an accelerated pace and added
several new product lines in its portfolio.
The company offers 80 million+ products spread across more than 80 categories .Flipkart has
100 million registered users and more than a million sellers on its electronic commerce
platform. To ensure prompt delivery to its customers, the company has invested in setting up
warehouses in 21 states.
This online platform attracts ten million page hits every day and around eight million
shipments are processed every month. Flipkart has also introduced its mobile application,
which has become quite popular, with 50 million+ app users. Flipkart is a billion dollar
company and its valuation in 2016 was INR 15,129 crore (US$2.3 billion). It is also fulfilling
its social responsibility by providing huge scale employments (employs more than 33,000
people).
Future plans of flipkart is to expand its grocery services to more than 70 cities in the next six
months as the Walmart-owned company looks to cash in on the burgeoning e-grocery
segment in the country.
Tirpude Institute
1 of Management Education, Nagpur
Amazon India launched its operations in June 2013. The company soon launched its website
Amazon.in which is offering customers a wide variety of choices in apparel, groceries,
household items, books, movies, television shows and almost everything that a person
requires. On the very first day of its operations, the company received more than 10,000
orders. Amazon India is a subsidiary of US-based e-commerce giant Amazon Inc.
The parent company Amazon was founded by Jeff Bezos in 1994. Hence, earlier Amazon
expanded its operations to China. However, it did not prove to be that much fruitful that it
expected because of the stiff competition by local e-commerce companies such as Alibaba.So
it further expanded its operations and looked for some viable options. The Amazon analyzed
India as a country having great potentials and it was sure that India will turn out to be fruitful
for its growth. Hence, Amazon came to India and launched its operations here in 2013.
It has an endless list of products under broad categories and sub-categories. Amazon India
did not limit its expansion and operations here, it has started operating a Global store which
allows the customers to buy directly from sellers in the United States. Recently the company
launched Amazon prime in India which provides various services to its customers like
streaming video, music, e-books etc. It currently delivers to most of the serviceable PIN
codes in India. It has connected millions of sellers and buyers in a network, making the
shopping a much easier task for people. It caters to more than 20,000 Indian sellers and has
41 fulfillment centers across 13 states in India.
Vision: “to be Earth’s most customer-centric company, where customers can find and
discover anything they might want to buy online.”
Mission: “We strive to offer our customers the lowest possible prices, the best available
Tirpude Institute
1 of Management Education, Nagpur
STATEMENT OF PROBLEMS
Tirpude Institute
1 of Management Education, Nagpur
STATEMENT OF PROBLEM
Due to a number of developments in society, employer branding has become a hot topic, but
there is some ambiguity regarding the practical implementation. Research within this subject
is limited and focuses primarily on companies in general. However, companies have
different conditions in terms of different strategies and target groups in India, which affect
their willingness and ability to work with Employer Branding.
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OBJECTIVE OF STUDY
Tirpude Institute
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OBJECTIVE OF THE STUDY
Primary objective:
Secondary objective:
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LIMITATIONS OF STUDY
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1 of Management Education, Nagpur
LIMITATIONS OF THE STUDY
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1 of Management Education, Nagpur
RESEARCH METHODOLOGY
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1 of Management Education, Nagpur
RESEARCH METHODOLOGY
Research methodology may be understood as a science of studying how the research has been
done scientifically. It is a way to systematically solve the research problem. Here, we study
and analyze the various steps that are generally adopted by a research in studying his
research problem The process used to collect information and data for the purpose of making
business decisions. The methodology may include publication research, interviews, surveys
and other research techniques, and could include both present and historical information.
Research Methodology
Methodology is the systematic, theoretical analysis of the methods applied to a field of study.
It comprises the theoretical analysis of the body of methods and principles associated with
a branch of knowledge.
“Methodology” implies more than simply the methods you intend to use to collect data. It
necessary to include a consideration of the concepts and theories which underlie the methods.
For instance, if you intend to highlight a specific feature of a sociological theory or test an
algorithm for some aspect of information retrieval, or test the validity of a particular system,
you have to show that you understand the underlying concepts of the methodology. When
you describe your methods it is necessary to state how you have addressed the research
questions and/or hypotheses. The methods should be described in enough detail for the study
to be replicated, or at least repeated in a similar way in another situation. Every stage
should be explained and justified with clear reasons for the choice of your particular methods
and materials.
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RESEARCH DESIGN
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DATA COLLECTION METHOD
The type of data in the study is the primary data that was collected from the respondents
through a structured questionnaire.
Sources of Data:
Data refers to the information or facts however it also includes descriptive facts, non-
numerical information, quantitative and qualitative information.
Primary data
Secondary data
Primary Data:
The primary data is collected through well designed structured questionnaire. Data used
in research originally obtained through the direct efforts of the researcher through
surveys, interviews and direct observation. Primary data is more costly to obtain than
secondary data, which is obtained through published sources, but it is also more current and
more relevant to the research project.
Secondary Data:
The secondary data are extracted from websites, books and records maintained by the
organization. Secondary data refers to data that was collected by someone other than the user.
Common sources of secondary data for social science include censuses, information collected
by government departments, organizational records and data that was originally collected for
other research purposes.
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1 of Management Education, Nagpur
SAMPLING TECHNIQUE
Stratified sampling is a probability sampling technique where in the researcher divides the
entire population into different subgroups or strata, then randomly selects the final
subjects proportionally from the different strata.
Probability Sampling:
A probability sampling method is any method of sampling that utilizes some form of random
selection. In order to have a random selection method, you must set up some process
or procedure that assures that the different units in your population have equal probabilities of
being chosen. Humans have long practiced various forms of random selection, such as pickin
g a name out of a hat, or choosing the short straw. These days, we tend to usecomputers as
the mechanism for generating random numbers as the basis for random selection.
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TOOLS USED FOR DATA ANALYSIS
Inferential Analysis
Percentage analysis
Chi square test
One way Anova
Correlation
Regression
Mann Whitney test
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1 of Management Education, Nagpur
DATA ANALYSIS AND
INTERPRETATION
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Secondary objective:
Tirpude Institute
1 of Management Education, Nagpur
Tirpude Institute
1 of Management Education, Nagpur
To study the need of employer branding
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1 of Management Education, Nagpur
Tirpude Institute
1 of Management Education, Nagpur
FINDINGS
Tirpude Institute
1 of Management Education, Nagpur
Findings
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CONCLUSION
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1 of Management Education, Nagpur
Conclusion
Employer branding is a relatively new approach toward recruiting and retaining the
best possible human talent within an employment environment that is becoming increasinglyc
ompetitive. Employer branding has the potential to be a valuable concept for both managers
and scholars. Managers can use employer branding as an umbrella under which they can
channel different employee recruitment and retention activities into a coordinated human
resource strategy. Integrating recruitment, staffing, training and development and career
management activities under one umbrella will have a substantially different effect than each
of the processes would have alone. There is not only the need of creating a satisfaction in
minds of employees, but also an urgent need of creating this positivism in the minds of
external customers and stakeholders. The created image has to be monitored and sustained in
such a way so that it will help in increasing profits as well as would create belongingness,
pride, self actualization and true commitment in true words and spirit. The value of the
employer branding concept for management scholars parallels the value It has for managers.
Management scholars can use employer branding to integrate many different but related
constructs that have been discussed in the recruiting, selection, and retention literatures under
one umbrella. The employer branding concept can be especially valuable in the search for an
organizing framework for strategic human resource managements
Tirpude Institute
1 of Management Education, Nagpur
SUGGESTIONS
Tirpude Institute
1 of Management Education, Nagpur
Suggestions
1. It should develop pleasant working environment and ambience for the employees.
2. It should bring in place proper assignment of designations based on a candidate‘s
experience and not reference.
3. Innoppl should have strategic planning to preserve their valuable employees,
thus, building the human assets for the organization
4. I suggest that management should give maximum importance to attractive
compensation package followed by good benefits.
5. Innoppl should focus on providing novel work practices to employees to increase their
satisfaction level. Novel work practices may include openness to change in policy
matters, creative tasks etc.
Tirpude Institute
1 of Management Education, Nagpur