There has been a mad rush among the IT sector in the past few years to invest in brand building initiatives. Where IT companies do not invest heavily in traditional marketing channels like print or TV, brand building initiatives take priority in order to establish visibility and credibility with industry analysts and customers.
Recruitment is another area where IT companies are realizing value from investing in brand building initiatives. It is no surprise that competition is intense in the IT sector and being a people intensive business, companies need to have access to best talent to ensure leadership position. IT/ITES sector was the first to pay high salaries as against other sectors and this helped companies in the sector attract talent in plenty. However, in the current scenario the demand for readily available resource pool is critical especially at the fresher level. The challenge IT companies face now is to attract this fresh talent pool and establish themselves as the best place to work for in IT
Pay higher salaries and get it done, easy isn’t it. Turns out it isn’t that easy. According to the survey conducted by FirstNaukri (a sister concern of Naukri.com), even fresh graduates are looking beyond fat pay cheques when it comes to choosing their first IT employer.
Companies with better brand identity are preferred by fresh graduates (engineers, BCAs etc.). The survey which included 4,500 engineering and graduate students reveals which IT companies are most preferred by fresh graduates
- For graduates, Infosys and Wipro are the most preffered employers with over 29 per cent and 26 per cent students followed by IBM and TCS. Both Wipro and Infosys have been at forefront of brand building initiatives in the past and continue to do so
- Engineers prefer IBM over other IT employers while Infosys and TCS jointly take the second spot. Accenture follows at the third place