A Study on Employer Branding in Seed Sector in Tamil Nadu

Abstract

As an agricultural country, seed sector is one among the important segments in India. In this competitive world, hiring and retaining talent is tough. Attracting the key talent to the right position can be pretty much impossible without solid employer brand. At present, turnover intention of employees is the universal problem that haunts the organization. The present study investigated the relationship between dimensions of employer branding (social value, interest value, application value, economic value and development value) and turnover intention of employees working in Tamil Nadu seed companies. According to the survey conducted by Indian Seed Market for the year 2019, five seed companies were selected based on the respondent’s willingness to participate in the study. The participants were contacted through online. Google forms were sent to 390 respondents via mail and 150 usable responses were collected. Survey was conducted from March 2020 to June 2020. Ordinal logistic regression analysis was done to assess the relationship between employer branding and turnover intention. The results showed that employer branding dimensions such as social value, interest value, development value was significantly negative to turnover intention, whereas application value and economic value showed non-significant relation. Hence, the study revealed that increase in employer branding resulted in lower turnover intention. Lower turnover rate further lead to reduction in hiring and training cost for new employees and thereby would increase organization’s profitability.