• AMARJEET
• Dr KAMLESH RANI

Employer branding has emerged as a strategic imperative in the digital age, particularly within India’s dynamic Information Technology (IT) sector. This review synthesizes national and international literature to explore employer branding as a multidimensional construct that integrates marketing, human resource management, and organizational identity. Grounded in Ambler and Barrow’s employer branding theory and Barney’s Resource-Based View (RBV), the paper contextualizes branding within India’s Tier-2 and Tier-3 cities, were regional labour dynamics and digital hiring platforms shape recruitment outcomes. The analysis reveals that branding significantly influences employee engagement, retention, and organizational performance, with internal culture and career development emerging as dominant drivers. Indian studies emphasize the need for localized strategies, while global research contributes measurement tools and cross-cultural insights. Notable gaps persist in understanding branding’s role in regional IT sectors and digital brand perception. To address these, the paper proposes a context-sensitive conceptual framework that bridges global theory with India-specific recruitment realities. This framework positions employer branding as both a strategic asset and a practical tool for enhancing recruitment effectiveness and workforce stability. The review concludes by advocating for authentic, strategically embedded branding initiatives that reflect organizational values and resonate with diverse talent pools in a decentralized, digital recruitment landscape.

Employer Branding, Technology-Enabled Recruitment, Job Seekers’ Preferences, Organizational Attractiveness

"Employer Branding in the Digital Age: A Review of IT Sector Recruitment Dynamics in India", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 9, page no.c104-c112, September-2025, Available :http://www.jetir.org/papers/JETIR2509215.pdf

"Employer Branding in the Digital Age: A Review of IT Sector Recruitment Dynamics in India", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 9, page no. ppc104-c112, September-2025, Available at : http://www.jetir.org/papers/JETIR2509215.pdf