A STUDY ON THE EFFECT OF CAREER PROGRESSION, LEARNING, TRAINING AND DEVELOPMENT OF EMPLOYEES ON EMPLOYER BRANDING IN SELECT IT COMPANIES IN CHENNAI CITY
Keywords:
Employer Branding, Career Progression, Learning, Training and Development, IT CompaniesAbstract
In today’s workplace shaped by advanced technology, shifting demographics, uncertain business conditions and geopolitical unrest, the war for talent remains a constant. Organisations are now cognizant of shortage of talented employees and look for strategies which will help them to retain the talent. Employer branding is one such strategy which helps the organisation with a plethora of benefits. Among the various dimensions of employer branding, career progression, learning, training and development have emerged as a critical factor influencing employee perceptions towards their organisations. This study examines IT employees’ perceptions of career progression, learning, training and development as a construct of employer branding and analyses the relationship between employees’ demographic profiles and their perceptions of career progression, learning, training and development. Primary data were collected from 600 employees working in the top 20 IT companies ranked by NASSCOM using a structured questionnaire. Judgement sampling was adopted, and statistical tools such as percentage analysis, t-tests, and ANOVA were employed for data analysis. The findings reveal that IT employees exhibit a moderate level of satisfaction with career progression, learning, training and development in their organisation. While no significant differences were found across age groups, educational qualification, designation, job type, years of experience in the industry and within the organisation and monthly income, significant variations in perceptions of career progression, learning, training and development were observed across gender and marital status. The study concludes that career progression, learning, training and development practices of an organisation plays a vital role in strengthening employer branding by enhancing employee engagement, fostering innovation, and positioning organisations as inclusive employers of choice.
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