Abstract: This study examines the influence of employer branding on talent management and market positioning with special reference to VY Systems Pvt Ltd, a global technology consulting and managed services firm based in Chennai. In today's fiercely competitive IT landscape, organisations no longer compete solely on the strength of their products and services they compete equally for exceptional talent. Employer branding, which shapes how current and prospective employees perceive an organisation as a workplace, has emerged as a decisive strategic lever in this context. Using a structured questionnaire administered to 100 employees across departments and experience levels, this research analyses key dimensions of employer branding namely Employer Brand Awareness, Employer Brand Image, Employer Brand Associations, and the Employer Value Proposition and examines their relationships with Talent Attraction, Talent Acquisition, Employee Satisfaction, and Employee Retention. Statistical tools including descriptive statistics, regression analysis, Pearson correlation, and one-way ANOVA were applied using SPSS software. The findings reveal that employer branding variables collectively explain over 80% of the variance in talent management outcomes (R² = 0.801), with Employer Brand Awareness and Employee Satisfaction emerging as the strongest individual predictors. A strong positive correlation (r = 0.743) between Employer Brand Associations and Talent Attraction further underscores the strategic value of a well-crafted employer identity. ANOVA results indicate significant experience-based differences in perceptions of Employer Brand Awareness, Employer Value Proposition, and Employee Satisfaction, highlighting the need for tailored communication strategies across workforce segments. The study concludes with practical recommendations for organisations seeking to strengthen their employer brand as a tool for sustainable talent management and competitive market positioning.
Keywords: Employer Branding, Talent Management, Market Positioning, Employer Value Proposition, Employee Satisfaction, Talent Attraction, IT Sector, VY Systems.
Title: EMPLOYER BRANDING AND ITS IMPACT ON TALENT MANAGEMENT AND MARKET POSITIONING
Author: Tharun Kumar R, DR. S. Preetha
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Vol. 14, Issue 1, April 2026 - September 2026
Page No: 387-398
Research Publish Journals
Website: www.researchpublish.com
Published Date: 16-May-2026
