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Effectiveness of Talent Acquisition Methods: A Case Study of ITC Sonar and Royal Bengal

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Pal, P. and Misra, S., 2021. Effectiveness of Talent Acquisition Methods: A Case Study of ITC Sonar and Royal Bengal. United International Journal for Research & Technology (UIJRT), 2(4), pp.16-28.


Talent acquisition is a strategic approach to identify, attract and hire top talent to efficiently and effectively meet dynamic business needs. The term ‘Talent Acquisition’ (TA) is often used synonymously with recruiting. India, being a country with high population as well as having a huge number of unemployed candidates, sourcing and engaging the right talent is a big challenge.

Objective: 1) To identify the satisfaction level of employees for the talent acquisition methods adopted by ITC Sonar and ITC Royal Bengal 2) To identify the extent of effectiveness of talent acquisition methods in the recruitment of the employees.

Methodology: This is a descriptive study which has been conducted by a case study approach. It is conducted on the employees of ITC Sonar and ITC Royal Bengal. The sample size taken was 30 and convenience sampling technique was used. The data was analysed used MINITAB 14 software. Results: First Objective: The mean and SD of satisfaction level of employees was 4.33 on a scale of 5 with a Standard Deviation of .626. Second Objective: The p value of Mann Whitney test was .8519 and .7716 for the difference seen in the satisfaction and talent utilisation (respectively) of employees who were recruited by Campus Placement and Other Talent Acquisition Methods (walk in, consultancy, employee referral, welcome lead). The p value of Mann Whitney test was .0251 for difference in minimum expected year of service in the organisation by the employees who were recruited by Campus Placement and Other Talent Acquisition Methods (walk in, consultancy, employee referral, Welcome Lead).

Conclusion: The satisfaction level of employees is high for the selection process of ITC Sonar and ITC Royal Bengal. Methods like walk in, consultancy, employee referral, Welcome Lead are more effective as compare to campus placement method.

Keywords: Talent Acquisition, Recruitment, Selection Methods, Hotels, Campus Placement.


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