Impact of Perception Attributes on Employer Branding in IT Industry with Reference to Final Year Engineering Students

Abstract

The purpose of this study is to "evaluate how senior engineering students' impressions of prospective employers shape their final choices."The object of the study is the employer branding in it industry with reference to final year engineering students. This research past concepts and theories that the researcher was able to summarize the guidelines employer branding in the IT sector have five attributes as follows: Compensation and Benefits, Job and People, Culture and Climate, Work-life-balance, Company and Value. The article relates data reduction using Exploratory Factor Analysis on a sample of 325 respondents strained from 6 engineering colleges in Hyderabad city and reduces an items of 23 placement perception and expectation statements converted into a five attributes. The current review proposes a model of the effect of different placement perception and expectation attributes on the employer branding.

According to the research, factors such as salary and perks, team dynamics, corporate culture, work-life balance, and overall business value have a substantial effect on final-year engineering students' perceptions of IT companies as potential employers. Managers in the IT sector should prioritise the aforementioned elements to strengthen their reputation as potential employers among graduating engineers. The purpose of this research was to examine how factors such as candidate experience and employer brand perception interact during the placement process. Multiple linear regression analysis highlights that compensation & benefits, job & people, culture & climate, work-life-balance, company & value have significant impact on employer branding of final year engineering students towards IT companies.