Bridging employer branding and talent management for enhanced organisational engagement: insights from the Indian IT sector

In the dynamic and competitive IT sector, attracting and retaining skilled professionals is vital for organisational success. This study examines the impact of employer branding on organisational engagement, with talent attraction as a mediator. Data from 186 employees across ten leading Indian IT companies were analyzed using partial least squares structural equation modelling (PLS-SEM). Results indicate that a strong employer brand significantly enhances talent attraction and organisational engagement. Talent attraction partially mediates the employer branding – engagement relationship, emphasising its pivotal role in transforming branding efforts into sustained engagement. These findings highlight the need for integrating employer branding with strategic recruitment, professional development, and a supportive work culture to boost engagement and productivity among IT professionals. The study offers practical insights for HR and business leaders while encouraging future research to explore cross-sector and cross-cultural perspectives for broader applicability.