The organizational brand is the reputation or perception that its major stakeholders have about it. The major stakeholders in this case are investors, employees, consumers, community, government and regulatory authorities and the general public. Of all these stakeholders, this study aims to find out how an organization projects itself as a desirable employer, particularly to prospective employees. The study looks into the brand identity promoted by three IT companies whose origins are in India, namely, Tata Consultancy Services, Infosys and Wipro. These were the top three IT companies in India based on their revenues (source: http://www.nasscom.in/industry-ranking). This study looks into how these companies promote themselves as employers of choice through the internet, as it is the most accessible and used source of information in today’s time. It aims at finding out what identity these organizations want to create and how they promote this image through the career pages of their websites to the target audience. The study involves content analysis of the websites with a special focus on employer branding. The results show that organizations have different approaches to building their brand identity. The study also provides an insight into how organizations try to attract scarce talent in this increasingly competitive world.

In today’s competitive age and time, the quality of human resource has emerged as a critical component for staying ahead of one’s competitors. It is important that organizations attract and retain high performers who not only give their best, but also blend effortlessly with the organization’s culture and its team. This leads to the concept of organization as a brand and its ability to attract the right kind of employees.

Having said that, it is also a fact that most companies today face the challenge of recruiting the right people. With most organizations in a particular sector offering similar packages, monetary compensation is no longer the only reason why people prefer to work for a particular organization. In the 1990s, organizations started actively working on developing a brand identity for themselves, which also included the ways in which they saw themselves to be better employers.

Brand Management Journal, Promoting Organizational Brands, Corporate Identity, Corporate Reputation, Employer Branding, Organizational Reputation, Company Websites.