Research-inspired editorial · 2026-11-14

Employer Branding and Decent Work: Comparing ITC Limited and ICICI Bank

Author: Martina Mundová

Competition for skilled professionals brings new challenges to employer branding strategies. According to the abstract of a study by Shrijita Bhattacharjee and Bhartrihari Pandiya (2026) published in the International Journal of Marketing Research Innovation, employer branding serves as a strategic lever for decent work and gender equality. This editorial article examines the methodology, limitations, and practical applications of these insights for smaller web projects.

Introduction

Building a strong employer brand has become a critical factor for organizations seeking to attract and retain talented professionals. According to the 2026 study abstract, employer branding represents not only a marketing tool but also a strategic pillar supporting decent work and sustainable organizational reputation in India.

Despite this, comparative evidence on how specific industry contexts shape the employer value proposition remains scarce. Authors Shrijita Bhattacharjee and Pandiya focused their research under DOI 10.46281/ijmri-2026-11-01-01 precisely on comparing these two distinct corporate environments.

For website owners and digital content creators, this topic offers valuable insights. Transparent communication of corporate values on career subpages directly influences how potential candidates perceive an organization's credibility and stability.

What the study examined

The research examined a comparative analysis of communication practices across two major Indian entities. According to the abstract, these included ITC Limited, a fast-moving consumer goods conglomerate, and ICICI Bank, a private-sector commercial bank.

The primary objective was to determine where the communication strategies of these two distinct entities converge and diverge. The research focused on communication activities centered around the 2024–25 reporting year.

Given the scarcity of prior comparative studies in this region, the authors investigated how different industries shape specific talent requirements and subsequently influence the public employer value proposition.

Findings and interpretation

The analysis yielded interesting insights regarding the presence of specific themes in both companies' communication materials. According to the abstract, all nine cross-case themes appeared in both organizations, representing a 100 percent convergence at the broader category level.

Despite this content convergence, significant differences exist in emphasis and specific statistics. According to the abstract, ICICI Bank reports approximately 42,000 women employees (32 percent of its workforce), more than 10 million learning hours and around 10 learning days per employee, a digital academy covering five technology domains, and a recruitment platform with three support channels.

Conversely, ITC Limited anchors its proposition in leadership development through the KITES internship programme and, according to the abstract, ranked among the top three finalists for best employer brand on LinkedIn among organizations with more than 10,000 employees. These data suggest that themes are shared across industries, while the content of the proposition and digital channels reflect industry-specific requirements.

Methodology and limitations

The authors applied a qualitative multiple-case design built on secondary data. According to the abstract, data were drawn from ten categories of public documents covering the 2024–25 reporting year, including annual reports, Business Responsibility and Sustainability Reports, career portals, and official LinkedIn content.

Passages were coded against fourteen literature-derived themes, comprising eight internal and six external themes. These data were then compared across nine cross-case themes, with two themes showing content convergence and seven diverging in emphasis.

It is important to state an editorial limitation: this article relies exclusively on the publisher-supplied abstract and did not verify the complete study text or raw data. Therefore, findings cannot be automatically generalized to other markets, such as Slovakia, nor can causal claims be inferred.

WEBU practical proposal

Based on insights regarding the importance of digital channels, we recommend that small business owners and web designers modernize their career sections. Instead of generic phrases, websites should clearly communicate specific values, learning opportunities, and support programs, similar to how large corporations present structured digital academies.

In web design and marketing, integrating diversity and well-being data directly into the visual and textual structure of the page is crucial. Utilizing real statistics and transparent annual reports on the website demonstrably enhances brand credibility in the eyes of modern job seekers.

When managing workplace environments and internal portals, companies should ensure communication channels reflect not only corporate goals but also genuine support for work-life balance. Clearly structured recruitment portals featuring multiple support channels significantly streamline the hiring process.

Conclusion

The investigation of two leading Indian entities demonstrates that the fundamentals of employer branding are universal, yet their content adapts to specific industry needs. According to the study abstract, choosing the right digital platforms and aligning the value proposition with actual corporate activities play a pivotal role.

Although the study offers interesting insights into employer branding functions within a different economic context, its conclusions must be viewed within the constraints of secondary data usage and qualitative methodology.

For web project operators, the primary takeaway remains the need for transparent digital communication and clear profiling of corporate identity on career pages.

Scientific sources

Shrijita Bhattacharjee, Bhartrihari Pandiya (2026). Employer branding and decent work across industries comparing ITC Limited and ICICI Bank in India. International Journal of Marketing Research Innovation. https://doi.org/10.46281/ijmri-2026-11-01-01 https://doi.org/10.46281/ijmri-2026-11-01-01