A Study on Employer Branding in Seed Sector in Tamil Nadu | Journal of Economics, Management and Tra

The seed sector is one of India's most significant segments as an agricultural country. Hiring and attracting talent in today's dynamic environment is difficult. Without a strong employer brand, attracting key talent to the right place can be nearly impossible. Employee turnover is currently the most prevalent issue plaguing the company. The current study looked into the relationship between employee turnover intention and dimensions of employer branding (social value, interest value, application value, economic value, and growth value) in Tamil Nadu seed companies. According to the Indian Seed Market survey for the year 2019, five seed companies were chosen based on the willingness of the respondents to participate in the report. Participants were contacted via the internet. 390 people were contacted via mail with Google forms, and 150 responses were useful. From March to June 2020, a survey was conducted. The relationship between employer branding and turnover intention was investigated using ordinal logistic regression analysis. Employer branding dimensions such as social value, interest value, and growth value were found to have a substantial negative relationship with turnover intention, while application value and economic value were found to have a non-significant relationship. As a result, the research discovered that a rise in employer branding resulted in a lower intention to leave. Lower turnover rates result in lower recruiting and training costs for new hires, increasing the profitability of the business.

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