EMPLOYER BRANDING: A NEW CORPORATE STRATEGIC PLANK

Employer brand can be defined as “the image of your organization as a ‘great place to work’ in the minds of current employees and key stakeholders in the external market.-active and passive candidates, clients, customers and other key stakeholders. Employer branding is vital for corporations for a number of reasons. The increasing global shortage of talent driven by the ageing population, increased mobility of workers, migration, declining fertility rates, technological advances and an increase in culture diversity in organisations are some of the reasons when employer branding is now high on the leadership agenda. This includes direct and indirect experiences of dealing with the firm. Like actual product branding, organizations have started to invest employer branding as employees are the internal customers of the firm. The employer brand builds an image confirming the organization as a good place to work. Today, an effective employer brand is essential for competitive advantage. With the liberalization of the Indian economy in 1991 and subsequent economic reforms, Indian companies are becoming internationally strategic to utilize the employer brand to attract and retain talent which leads to expand and growth of the business. This paper deals with concepts on employer branding, challenges and suggestions in building a strong employer brand and also examine how Indian organizations with a positive corporate reputation can attract and retain employees. It also focuses to explain the importance, applicability, outcome and creating an effective employer branding strategy of Indian companies.