Increasing globalization, technological advancements, demographic shifts and uncertain economic conditions have contributed significantly to an increasingly changing and challenging labour market.In such a scenario where the labour market is marred by talent shortages, the employer brand allows employers to differentiate themselves and cut through the competitive clutter so that they can attract and retain the services of high value talented employees.Among the various dimensions of employer branding, work environment in an organisation has emerged as a critical factor influencing employee perceptions and organizational attractiveness.This study examines IT employees' perceptions of work environment as a construct of employer branding and analyses the relationship between employees' demographic profiles and their perceptions of work environment.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 work environment.While no significant differences were found across gender, marital status, age groups and years of experience in the field, significant variations in perceptions of work environment were observed across marital status, educational qualification, designation, experience within the organisation, and income levels.The study highlights that employer branding is a dynamic, complex and ongoing process and work environment plays a crucial role in building the employer brand and sustain it in the years to come.
Dr S Rukmani (Thu,) studied this question.