EXECUTIVE SUMMARY

This project is initiated to assess the importance of Employer Branding in

the present market. The main motive of this project is to find out the whether

employer branding helps in attracting and retaining the employees or not?

The project methodology involved carrying out the descriptive

research. The main purpose of such studies is that of formulating a problem from

more precise investigation. The main emphasize in such studies is on the discovery

of ideas or insights.

In the findings it was observed that TCS & Wipro is the one of the best IT

companies because it maintains the quality, price and also it maintains good

relation with its customers & with its internal employees.

After analyzing the data which was collected it is found that at present TCS

has successfully penetrated the market. However, in the future the organization

may face stiff competition from other players like INFOSYS, WIPRO, and

SATYAM etc. and to handle the situation the organization needs to give more

emphasis on their Employer Branding.

1

Chapter –I

INTRODUCTION

1.1 Statement of the problem

1.2 Relevance of the study

1.3 Objective(s) of the study

2

Introduction

“Employer branding is the sum total of what

Employees think of an organization as an employer”

What is an employer brand?

An employer brand is a collection of ideas and beliefs that influence

the way current and potential employees view an organization and the employment

experience that organization is offering. It communicates the company's culture

and values and helps to ensure employees are passionate about, and fit in with, the

organizational culture to help move the company forward.

The employer brand covers all associations that employees or potential employees

have with the firm. This includes direct and indirect experience of dealing with the

firm. Like actual product branding companies have started to invest in Employer

Branding as employees are the internal customers of the firm. Organizations

around the globe are facing similar business challenges; the difficulty of attracting

talent and retaining quality employees, a lack of employee loyalty, increased

overseas competition, enhanced generational change and a

shortage of skilled candidates.

In turn, companies are increasingly being forced to compete on a global scale for

human resources and are struggling to understand how to position themselves and

make themselves desirable to future employees.

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The last bastion of competitive advantage is really, how many better people do

you have than your competitors? So it makes sense that the next big thing that

organizations should be focusing on is how to be better at attracting the right

people, making sure you retain them and then better developing those people to

deliver on your business objectives and goals.

"If your employees love working for your company and buy into your employer

brand, they will be your best advertising." Nigel Barcham, Managing Director,

Robert Half ANZ.

What is an employer brand? What are the major factors at play that are influencing

the increased necessity for companies to develop and maintain employer brands?

How does an effective employer brand assist in the attraction and retention of

quality staff, particularly Generation Y? How do organizations research and

develop an employer brand that delivers results?

"You can pretty much say that anything an organization does will influence how

people view its employer brand, the employment experience that it is offering.

Therefore, the corporate brand supports and enhances the employer brand. For an

employer brand to be successful, it needs to incorporate more than just an

enhancement of recruitment communications or improved internal

communications. It should focus on the entire employment experience,

organizational personality, goals and values and reflect a true understanding of

what motivates current employees and the candidate market.

4

"I think it is really a case of most organizations not recognizing the fact that a

whole range of activity - from the way they communicate externally to the way

they communicate internally to the way they behave internally in developing an

organizational culture - actually does result in brand perceptions." James Wiggins,

Employer Branding Practice Manager, TMP Worldwide Australia. "If you are not

living the brand values internally then it is very hard to build the brand externally."

Tim Pethick, Founder, Nudie Juice.

There is a keen awareness in today's marketplace that talented individuals have

more career choice than ever before, and that finance professionals are demanding

more career progression, greater salary advancement, excitement and new

challenges, and will hold their employers to account on promises and commitment.

In this way employer branding is more than a rational idea, it is an emotional

relationship between an organization and its employees. Therefore, successful

employer branding reflects an organization’s aspirations but is firmly based on the

ability to deliver on the promise.

"If you can sell people the opportunity and show that you can deliver on that

opportunity, then they are willing to take that risk and join you. People are really

striving for challenges and opportunities today." Stephen Taylor, Director of

Financial Support Services, Smiths Aerospace.

5

1.1 Statement of the problem

This study is conducted with a special motive to find out the importance of

“Employer Branding” in today’s competitive market scenario.

How an employer can be branded so that the potential employees get

attracted.

How an employer retain its best employees in order to meet the challenges

of competitive market.

How to attract great talent forever is a big concern for most of the

organizations in the present scenario.

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1.2 Relevance of the study

Organizations with a strong employer brand don’t need to

fight for candidates in a tight labour market. Employer branding is the

marketing tool that delivers the benefits of any total rewards strategy. Employer

branding and total rewards have a wonderfully symbiotic relationship — the more

effective the branding, the greater the perceived value of any given reward

component within (or consistent with) that brand. So when the objective is to

maximize your organization’s equity by attracting, retaining and motivating the

right employees, as an employer it pays to focus on your brand.

First, a strong employer brand helps to differentiate your organization

within an increasingly competitive employment market. By earning a reputation

for sustaining the same values internally as your brand promises externally, or

simply by creating a highly recognizable internal brand, potential employees are

predisposed to give increased weight to your company’s intangibles when

seeking employment or considering an offer. The other side of this positioning is

that your brand as an employer serves as a talent self-selection tool. When an

organization’s expectations and commitments are well articulated, there is a much

greater potential for cultural fit to be appropriately self-assessed before a candidate

ever presents himself.

Second, the trend to outsourcing various components of your total

rewards strategy makes those rewards more generic. Employer branding is the way

to differentiate them. Within the context of a strong employer brand, individual

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reward components take on the attributes of the bigger picture and the whole

package becomes a unique offering.

Third, a well-managed employer brand not only helps to define

the parameters of an effective total rewards strategy, it facilitates the

implementation of individual components. The objective of continually

strengthening the employer brand may provide a clear indication of what needs to

be added or changed within the total rewards package. Then when it’s time to

implement something new, the strength of the internal brand may greatly assist in

characterizing the initiative as being of value to the employees.

Outcome of effective employer branding

Thus, Employer branding gives an organization a competitive advantage.

Employer branding is a tool to attract, hire, and retain the "right fit it also has an

impact on shareholder value, creating positive human capital practices, contribute

to bottom-line.

Strong employer brands have employer value propositions (EVP's) which are

communicated in company actions and behaviors and evoke both emotive (e.g. I

feel good about working here) and tangible benefits (this organization cares about

my career development) for current and prospective employees. These

organizations segment and communicate EVP's which reflect the image that the

organizations want to portray to its target audience. A company's employer brand

is reflected in the actions and behaviors of leaders and is affected by company

policies, procedures, and practices and the same when well planned and

implemented results in profitability of organizations.

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1.3 Objective(s) of the study

To get the best employees among the target groups

that your organization intends to recruit and retain.

To attract, engage and retain the potential employees forever in the

organization.

To improve the organizations competitive position among the target groups.

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Chapter – I I

Organization study

2.1 Profile of the Organization

2.2 Vision of Organization

2.3 Product Profile

2.4 SWOT Analysis

2.5 Functional Area

2.6 Organizational Structure

10

Organization study

2.1 Profile of the Organization

WIPRO COMPANY PROFILE

Wipro Technologies is the No.1 provider of integrated business, technology and

process solutions on a global delivery platform. Wipro Technologies is a global

services provider delivering technology-driven business solutions that meet the

strategic objectives of our clients. Wipro has 40+ ‘Centers of Excellence’ that

create solutions around specific needs of industries. Wipro delivers unmatched

business value to customers through a combination of process excellence, quality

frameworks and service delivery innovation. Wipro Limited is the first PCMM

Level 5 and SEI CMM Level 5 certified IT Services Company globally. Wipro

provides comprehensive IT solutions and services, including systems integration,

information systems outsourcing, package implementation, software application

development and maintenance, and research and development services to

corporations globally. In the Indian market, Wipro is a leader in providing IT

solutions and services for the corporate segment in India offering system

integration, network integration, software solutions and IT services. Wipro also

has profitable presence in niche market segments of consumer products and

lighting. In the Asia Pacific and Middle East markets, Wipro provides IT solutions

and services for global corporations. Wipro's ADSs are listed on the New York

Stock Exchange, and its equity shares are listed in India on the Stock Exchange –

Mumbai and the National Stock Exchange, among others.

Wipro’s complete range of IT Services addresses the needs of both technology and

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business requirements to help organizations leverage leading-edge technologies

for business improvement. Wipro takes charge of the IT needs of the entire

enterprise. The gamut of services extends from Enterprise Application Services

(CRM, ERP, e-Procurement and SCM), to e-Business solutions. Wipro’s

enterprise solutions have served and continue to serve clients from a range of

industries including Energy and Utilities, Finance, Telecom, and Media and

Entertainment.

Wipro’s TIS is the largest Indian IT infrastructure service provider 

Wipro’s Technology Infrastructure Services (TIS) is the largest Indian IT

infrastructure service provider in terms of revenue, people and customers with

more than 200 customers in US, Europe, Japan and over 650 customers in India. It

is powered by the expert skills of over 6,500 technical specialists and state-of-the-

art BS 15000 certified infrastructure for operations support.

A phased approach towards process standardization, process optimization and

process re-engineering. Wipro BPO provides a broad range of services from

customer relationship management, back office transaction processing to industry-

specific solutions. The key element of services delivery is an integrated approach

towards providing increasing value over the entire course of our client

relationships. This involves a phased approach towards process standardization,

process optimization and process re-engineering. True value from technology

requires an in-depth understanding of business strategy.

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Today’s businesses need partners who can talk about strategy and technology in

the same conversation. At Wipro, we believe true value from technology requires

an in-depth understanding of business strategy. Our cross-industry consulting

services help you craft a vision for your organization and then provide a specific,

practical business and technology framework that will make that vision a reality.

As product manufacturers and platform vendors across the world strive to make

better products with shorter development cycles and reduced total cost of

ownership, we at Wipro Technologies partner with them to provide comprehensive

solutions in product lifecycle management and product realization. At Wipro,

we've developed a model called "Extended engineering" that allows you to

leverage synergies across the value chain and progress swiftly from concept to

market. We are now the world's largest contract R&D house for telecom, auto and

electronics. We've developed a model called "Extended Engineering” that

leverages synergies across the value chain.

13

Company profile of TCS

Tata Consultancy Services is one of the world's leading computer software

companies. The main focus of Tata Consultancy Services is on helping

the global organizations to meet their business challenges effectively and it

does so with the help of its Global Network Delivery Model, Innovation

Network and Solution Accelerators.

It helps in keeping organizations updated with the new technology. The

clientele of Tata Consultancy Services includes seven of the top ten

corporations in the Fortune 500 list of the largest corporations in the United

States.

The company continues to invest in processes, people and new technologies

which provide a cutting edge to its customers over their competitors. With the

help of inputs from innovation labs and academic alliances and from the

expertise of key partners, Tata Consultancy Services ensures in keeping the

client updated. The key business assets which makes TCS one the top software

companies are –

- People

- Industry Practices

- Service Practices

- Centers of Excellence

- Global Network Delivery Model

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- Delivery Centers

- Alliances

- Quality Framework

- Vision, Mission, Values

- Tata Consultancy Services also promises innovation, level of certainty in

results and takes the initiatives towards corporate social responsibility. The

services which TCS offers to keep its clients from global

organizations informed and to make them dynamic to change with changing

market trends are:

- IT Services

- Consulting

- Infrastructure Outsourcing

- Business Process Outsourcing

- Engineering and Industrial Services

- TCS also provides help to clients of various industries to ensure excellence in

their business operations. The industries are –

- Manufacturing

- Life Science & Health Care

- Insurance

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- Government

- Banking & Financial Services

- Retail & Consumer Goods

- Travel & Hospitality

- Telecom

The company TCS is listed in National Stock Exchange and Bombay Stock

Exchange in India. It comprises 74,000 professionals spread across more than

50 global delivery centers. Thus, indeed TCS is one of the top software

companies in the world.

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2.2 Vision of Organization

Wipro's Vision

Having already achieved the pinnacles of process and quality credentials (through

ISO 9000, SEI CMM, PCMM and Six Sigma), Wipro's Vision is focused on

attaining leadership in the areas of business, customer and people.

Business Leadership: Among the top 10 Information Technology Services

companies globally and the No.1 Information Technology company in India.

Customer Leadership: The No.1 choice of customers through innovative solutions

and Six Sigma processes.

People Leadership: Among the top 10 most preferred employers globally by

creating an environment of empowerment, intellectual challenge and wealth

sharing.

Brand Leadership: Wipro to be among the 5 most admired brand in India.

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Vision of TCS

TCS Vision is a leading provider of technology solutions for businesses in the

greater Milwaukee & Chicago areas. We deliver cost-effective IT services to our

clients. 

Focused on the unique computing needs of small to mid-sized businesses (10 to

200 users), TCS provides a distinct advantage over competitors for IT due to our

unique blend of network & systems architecture knowledge combined with Web

development and application development expertise.

TCS Vision can provide: 

- Computer/Network Consulting 

- Hardware & Software Procurement 

- Strategic IT Planning 

- Web Design and Web Application Development 

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2.3 Product Profile

Product profile of Wipro

Wipro provides comprehensive IT solutions and services, including

systems integration, information systems outsourcing, package implementation,

software application development and maintenance, and research and

development services to corporations globally. In the Indian market, Wipro is a

leader in providing IT solutions and services for the corporate segment in India

offering system integration, network integration, software solutions and IT

services. Wipro also has profitable presence in niche market segments of

consumer products and lighting. In the Asia Pacific and Middle East markets,

Wipro provides IT solutions and services for global corporations.

Product profile of TCS

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TCS provides:

- IT Services

- Consulting

- Infrastructure Outsourcing

- Business Process Outsourcing

- Engineering and Industrial Services

- TCS also provides help to clients of various industries to ensure excellence in

their business operations. The industries are –

- Manufacturing

- Life Science & Health Care

- Insurance

- Government

- Banking & Financial Services

- Retail & Consumer goods.

- Travel & Hospitality.

- Telecom

2.4 SWOT Analysis

20

SWOT Analysis of Wipro

SWOT Analysis of TCS

21

Strengths:

1. Its highly professionally managed IT consulting and Services Company under

the belt of TATA. Consistent no.1 position for last 10 years.

2. Company has performed consistent year on year with weak economy conditions

of world.

3. Company has capabilities to deliver new as well as legacy application. It is in

space of services as well as products and high value chain consulting.

4. It has fragmented IT services and SDLC cycle into minute grains such as S/w

testing and grown that business to more than 250million USD. This is the

testimonial of efficient management.

5. It is the only company initiating Earned value based profit center for evaluating

their performance. HLL is the first company to do so.

6. IT is the only company that has survived and surprised investors with its Fixed

cost Project delivery model and still making phenomenal profit despite

overloading the project with 10 t o15 % in terms of resources.

Weakness:

1. Man power strength is more than 10,000 employees and thus, it is challenging

to get personalized career development.

2. U might get stagnated if u don't perform well as its company of GO Getters but

if u performs u can get lateral as well as vertical movements.

Opportunities:

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1. Good for any seasoned as well as fresher’s to work here.

2. Good to work on latest software technologies.

Threats:

1. Its Giant and shacking in terms of commercial performance is negligible.

2.5 Functional Area

Functional Areas of Wipro23

  Aerospace

  Automotive

  Banking

  Business & Consumer

Services

  Communication Service

Providers

  Computer Peripherals

  Computer Software

  Computing

  Consumer Electronics

  Consumer Packaged Goods

  Energy

  Government

  Healthcare

  Hi Tech

  Hospitality & Leisure

  Insurance

  Manufacturing

  Media

  Medical Devices

  Mobile Devices

  Pharmaceutical & Life Sciences

  Retail

  Securities & Capital Markets

  Semiconductors

  Storage

  Telecom

  Telecom Equipment

  Transportation

  Utilities

Functional Area of TCS

TCS Clin-e2e

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This Clinical Trial Management Solution addresses all four phases of clinical

trials. A secure online environment captures electronic data and integrates sites

and labs with sponsors. Pharmaceutical companies are able to create customized

Case Report Forms (CRF) and investigate clinical data more effectively as they

successfully monitor progress of global trial sites, reduce time and cost of clinical

trials, and ensure regulatory compliance with global frameworks.

Med Mantra - TCS Hospital Management and Information System TCS' Med

Mantra is a new age hospital management solution which is set to transform the

hospital management and information solution use in hospitals by shifting the

focus from recording healthcare to delivering healthcare. The solution has a

patient centric approach with intrinsic EMR, strong clinical focus and a full

function ERP making it a comprehensive solution for the hospital.

Med Mantra goes beyond hospital automation to help you achieve Patient Care

and Satisfaction, Patient Health Management through EMR, Lower Cost of

Operations, Effective Decision Making, Capacity Utilization, Resource

Optimization, Physician and Staff Productivity, Integration with External Systems,

and Statutory Compliance.

With this product, large and medium-sized hospitals can streamline patient care,

hospital administration, ancillary services, and clinical support activities. Your

health care institution can realize better administration and control, enhanced fund

management, better reporting to aid strategic decision making, and improved

patient care and satisfaction.

TCS Silicone Ambulatory ECG Device and Solution

For assessing patients quickly and correctly to avert cardiac arrests, TCS Silicone

provides real-time monitoring of heart condition via ECG (graphical data in Lead

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II configuration). The information is then transmitted through any available radio

frequency communication channel, enabling doctors to decide the immediate

course of action. It also has a built-in feature to send diagnostic alerts to a hospital

through a mobile phone interface.

TCS Enterprise Integration and Control Environment Solution/ Energy and

Utilities

This product allows integration of a wide variety of functions including materials

management, energy billing, energy accounting, operations and maintenance,

finance, and HR. Your enterprise will be able to increase responsiveness through

enterprise-wide visibility, automate billing and settlement processes, improve asset

utilization, and build profitable customer relationships.

TCS Bio-informatics Solution

Address the need for accessible databases and analytical applications that sort and

organize the massive amounts of data required in this industry, enabling quick

distribution of critical information to researchers. This product assists drug

discovery processes from target identification to lead optimization, and addresses

four major functional areas: Genomics, Protein Modeling and Structural Analysis,

Simulation, and Drug Design. Researchers are assisted by sequence analysis,

genome analysis, comparative genomics, 3D modeling, 3D structure

manipulations, structural analysis and simulations.

VERICUT - Machine Simulation Software

TCS' Engineering and Industrial Services group has been promoting VERICUT

product line in India since 1992.

26

VERICUT is CNC Machine simulation software developed by California-based

CGTech that enables you to machine parts on the computer before actual cutting

occurs. Using VERICUT, manufacturers can verify the accuracy of the program

before it is loaded on the machine, reducing or eliminating the need for the time -

consuming manual prove-out process and minimizing material costs.

2.6 Organizational Structure

Organization Structure of Wipro

27

Organizational Structure of TCS28

Chapter –I I I

RESEARCH METHODOLOGY29

3.1 Review of the Literature

3.2 Research

Type of Research

Sampling Technique

Sample Size

Sample Description

3.3 Data Collection

Instrumentation Technique

Collection of Data

Software used for Data Collection

3.1 Review of the Literature

To give a complete shape of the dissertation project report, the researcher has

referred through following:-

30

Websites:

www.google.com

www.managemantparadise.com

www.wikipedia.org

www.wipro.com

www.tcs.com

Findings: - Researcher used these websites to get

Some data which relates to dissertation topic and project

also.

3.2 RESEARCH

Type of Research

31

It is a descriptive type of research. The main purpose of such studies is that of formulating a problem from more precise investigation. The main emphasize in such studies is on the discovery of ideas or insights.

Sampling Technique

Non probability sampling technique which means each element in the

population does not have an equal chance of getting selected.

Sample Size

There were 80 respondents.

Sample Description

The study was mainly based on the Employee Branding of TCS & Wipro.

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3.3 DATA COLLECTION

Instrumentation Technique

The research approach was used survey method which is a widely used method for data collection and best suited for descriptive type of research survey includes research instrument like questionnaire which can be structured and unstructured. Target population is well identified and various methods like personal interviews and telephone interviews are employed. For collecting secondary data various relevant books and websites were referred.

Collection of Data

Research included gathering both primary and secondary data. Primary data is the first hand data, which are selected a fresh and thus happen to be original in character. Primary Data was crucial to know various potential employees views about the necessity of employer branding.

Secondary data are those which have been collected by someone else and which already have been passed through statistical process. Secondary data has been taken from internet, newspaper, magazines and companies web sites.

Software used for Data Analysis

First of all data was collected using the questionnaire and analysis of data was done by using Microsoft Excel. In this way it was possible to analysis the whole data to get the market potentiality of Cement Industry.

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Chapter –IV

Presentation of data

4.1 Analysis and Interpretation

4.2 Findings

4.3 Limitations

34

Presentation of data

4.1 Analysis and Interpretation

1. This chart shows the preferred brand in the eyes of the potential employees.

Interpretation: Here TCS takes the preferred employer brand with 65% of potential employees choice whereas Wipro has 35% of employees choice.

2. This chart indicates how a brand name affect the decision making process of a new employee while joining an organization.

35

Interpretation: Here 90% potential employees say ‘brand name’ affects their decision & 10% says otherwise.

3. This chart shows the importance of branding an organization in the eyes of potential employees.

Interpretation: Here it is found that 45% of potential employees want ‘all of these’, whereas 35% employees prefer high salary, 17% prefer career growth & 3% prefer employee retention.

4. This chart shows the perception of employees regarding employer branding – whether it helps in attracting & retaining employees in the organization or not.

36

Interpretation: Here I found 95% of the potential employees perceive positively & other 5% thinks otherwise.5. This chart shows the views of the potential employees about the campus recruitment process of an organization & whether it helps in employer branding or not.

Interpretation: It is found that 85% thinks that it helps but 15% thinks otherwise.

6. This chart shows whether post-recruitment process (induction, training, etc.) helps in employer branding process or not according to the potential employees.

37

Interpretation: Here it is found that 70% thinks it helps, 20% thinks it doesn’t and 10% says they can’t say.7. This chart shows the perception of the potential employees when a branded company visits a sub-standard (new) institute for campus recruitment; whether it affects the brand image of the organization.

Interpretation: Here I found 35% each says both yes and no, 25% says to an extent and 5% says they can’t say anything.

8. This chart shows the importance of employee satisfaction to become a no. one choice of potential employees as the objective of employer branding.

38

Interpretation: Here it is found that 100% potential employees think that it is very much important to satisfy employees of the organization to attract new ones and retain the older ones in the organization. 9. This chart shows the perception of potential employees about the importance of organizational culture, effective communication and moment of truth in the process of employer brand building.

Interpretation: Here it is found that 85% thought that it is very important, 10% thought otherwise and the rest can’t say anything.

10. This chart shows the opinion of the potential employees in spending huge amount on celebrities to hire them as a Brand Ambassador to promote the brand.

39

Interpretation: here I found that 54% potential employees thought that though it takes huge amount but it also helps the organization to achieve its goal as an employer to establish itself as a Brand. But 46% thought it can possible also without Brand Ambassador.

4.2 Findings

I found that to get the best employees in the target market, employer needs to do

the following to Brand its organization.

Employer needs to understand:

Today’s employees want.

The most talented employees want.

Employees in your particular industry want.

Employees from the demographics you hire want.

Employees from the various fields and job positions you hire want.

Employee satisfaction is the most important factor in employer branding.

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Indian employees are found more frequent in shifting from one job to

another.

4.3 Limitations

Time was less for interviewing the potential employees regarding

“Employer Branding”.

Many of the potential employees were not clear about the concept of

“Employer Branding”.

There were few who did not give any answer to questions asked to them.

There were few who listen first time about “Employer Branding” from me.

I have to describe them about what “Employer Branding” is all about before

ask the questions.

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As the potential employees are preferably engineering graduates found less

interested in the topic “Employer Branding”

Chapter - V

Summary and conclusion

5.1 Suggestion

5.2 Conclusion

42

Summary and conclusion

5.1 Suggestion

Employer needs to give more importance on “moment of truth” to improve

their Employer Branding.

Employer needs to provide certain facilities (schools, medical, drinking

water etc.) to the society.

Employer needs to maintain its moral, ethics and responsibilities towards

environment, society as well as country as a citizen of this country.

Try to create personal touch with employees by giving them rewards in the

occasion of company’s success.

43

Sponsor some events that can reach your message you want to give to your

target group.

The most powerful tool is word-of-mouth by using employees as

Ambassadors of the company.

Employer can use the web wisely to reach the target segment and provide

information about the company which ultimately helps in branding.

5.2 CONCLUSION

Thus it can be concluded that not only there is a need of creating a

satisfaction in minds of employees (Internal customers) but there is an urgent need

of creating this positivism in the minds 0f 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.

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Annexure

Bibliography

Websites:

www.google.com

www.managemantparadise.com

www.wikipedia.org

www.wipro.com

www.tcs.com

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Questionnaire

1. As a potential employee which is the most preferred brand name among these two brands?

TATA Consultancy Services [ ] Wipro [ ]

2. Dose the brand name affects your decision making while joining an organization?

Yes [ ] No [ ] can’t say [ ]

3. Why do you choose a branded organization to work with?

Employee retention [ ] High salary [ ] Better career growth [ ] All of these [ ]

4. As a potential employee do you think that employer branding helps the organization in

attracting & retaining best available talent?

Yes [ ] No [ ] can’t say [ ]

5. Do you think campus recruitment process of an organization helps in branding their

organization?

Yes [ ] No [ ] can’t say [ ]

6. Do you think the post-recruitment process like induction, training etc. helps in Employer

building?

Yes [ ] No [ ] can’t say [ ]

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7. Do you think if a branded organization visits a sub-standard (new) institute for campus

recruitment; it will affect the image of the employer brand?

Yes [ ] No [ ] To an extent [ ] can’t say [ ]

8. Do you think as in the case of product branding customer satisfaction plays a major role

likewise employee satisfaction plays a major role in employer branding?

Yes [ ] No [ ] can’t say [ ]

9. Do you think the fare practice of ‘organizational culture’, ‘moment of truth’ & effective

communication among different levels (higher, middle & lower) of organization structure helps

differentiate particular organization from others (brand wise)?

Yes [ ] No [ ] can’t say [ ]

10. Is it necessary to expense highly on Brand Ambassador to become a successful “employer

brand”?

Yes [ ] No [ ] can’t say [ ]

47