MARKETING ANALYTICS OF EMPLOYEE ENGAGEMENT AND CAREER DEVELOPMENT IN THE AI-ENABLED IT INDUSTRY

Abstract

This study investigates the intricate relationship between employee engagement, career development, and organizational practices in the context of the AI-enabled IT industry. Framed through a marketing analytics lens, the research examines how internal engagement drivers—such as training opportunities, promotion transparency, HR policies, and growth satisfaction—influence two key outcomes: career planning and retention. A survey was conducted among 51 IT professionals (marketing professionals), and the responses were analysed using descriptive statistics, Pearson correlation, and multiple regression techniques.The findings indicate that training-related variables are highly influential in shaping perceptions of career planning. Specifically, both training availability and training effectiveness significantly predicted career planning support, with a strong model fit (R² = 0.78, p < .001). Notably, training effectiveness demonstrated a higher impact than availability, underscoring the importance of delivering relevant, frequent, and high-quality learning experiences. However, when the scope expanded to include broader engagement variables—such as manager support, respect at work, performance rewards, and HR policies—only one variable, growth opportunities, emerged as a significant predictor of retention (p < .05), while the overall model was weaker (R² = 0.29).These results reveal two critical insights. First, effective, and accessible training is a key driver of perceived career support. Second, clear and visible career growth pathways are essential for retaining talent in AI-driven environments. Additionally, promotion transparency remains a persistent pain point, suggesting the need for more objective, data-informed HR practices.From a strategic marketing perspective, the study highlights that engaged employees serve as brand ambassadors, strengthening internal culture and external employer branding. AI-enabled IT organizations can leverage predictive analytics to optimize career development, personalize learning journeys, and proactively address engagement risks. Ultimately, the integration of marketing analytics with HR strategy offers a powerful framework for sustaining competitive advantage in a rapidly evolving industry.Employees working in the Marketing departments of IT companies—especially those with high talent potential—can be better retained through improved career planning and employee engagement. This can be achieved by leveraging the findings of this study, which examines marketing strategies in collaboration with HR practices, specifically tailored for the AI-enabled IT industry