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@article{189914,
        author = {Dr S Rukmani},
        title = {IMPACT OF WORK LIFE BALANCE PRACTICES ON EMPLOYER BRANDING IN SELECT IT COMPANIES IN CHENNAI CITY},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {8},
        pages = {4721-4726},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=189914},
        abstract = {In an increasingly competitive business environment, Employer Branding is seen as the perception of an organisation as a “great place to work”. Work Life Balance is receiving increasing attention due to several factors. Organisations which invest in Work Life Balance initiatives are often perceived to have a good employer brand. This study examines IT employees’ perceptions with regard to Work Life Balance as a construct of Employer Branding and analyses the relationship between employees’ demographic profiles and their perceptions of Work Life Balance. Primary data was collected from 600 respondents from top 20 IT companies ranked by NASSCOM using a structured questionnaire. t-test and ANOVA was used to find the results. Findings reveal that employees exhibit a high level of satisfaction with Work Life Balance initiatives of their organisations. The study highlights the impact of Work Life Balance practices on employer branding.},
        keywords = {Employer Branding, Work Life Balance, IT companies, IT employees},
        month = {January},
        }