Employer Branding: A Potent Organizational Tool for Enhancing Competitive Advantage

Attracting the right talent and retaining it has become a critical aspect for business success. The employer brand encompasses the firm’s value system, policies and behaviors towards the objectives of attracting, motivating and retaining the firm’s current and potential employees. Employer branding is about capturing the essence of a company in a way that engages employees and other stakeholders. It is a set of attributes and qualities that makes an organization distinctive and promises a particular kind of employment experience. Employees are the most important internal stakeholders as they play a vital role in the growth and sustainability of the organization. This study is a comparative analysis of the employee perspective towards the branding practices adopted by the hotels and reveals that there exists a significant difference in the branding practices of the hotels.