Employer Branding : A Descriptive Study

Authors: Mrs.Niti Sharma, Mrs.Roma Kataria

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Abstract

Employer Branding has become as important as the goods or services in the market place. The purpose of this paper is to make a conceptual review, benefits, limitations, the process and the impact of employer brand and the response of would-be employees. Respondents prefer one sector over others, one company over others and also the factors determining the choice are also different, but independence in work is what people value the most.

Introduction

Employer brand denotes an organization’s reputation as an employer. The term was first used in the early 1990s, and has since become widely adopted by the global management community. To attract talent, especially in the 21st century, the image of the company must be good as talented employees are not selected by the company rather they select the organization as their employer. The success of every company largely depends upon the efficiency and talent of its employees. Attracting and retaining talented employees has become for companies a big challenge these days. Employer branding can be one of the best way for attracting and retaining talented 2 Mr. Pankaj Gupta et al employees and solution to offset the shortage of talent. It has been adopted by several companies whether it is of small or large sized. It has become imperative for attracting and retaining right men for right job. By 2001, 138 leading companies surveyed by the Conference Board in North America, 40% claimed to be actively engaged in some form of employer branding activity. In 2003, an employer brand survey conducted by the Economist among a global panel of readers revealed a 61% level of awareness of the term "employer brand" among HR professionals and 41% among non-HR professionals. Employer branding helps companies attract and retain high performing employees. In today’s competitive economic environment, the promotion of a compelling employer brand has become vital to profitability. Product/service branding influences a consumer’s decision to make purchases; the employer brand is the composite of various economic and functional aspects that impact a professional’s desire to work for a particular organization. This is through the culture, personality, and image. Culture broadly represents how it is to work in a company. Personality and image represent the mental image that people have about any organisation. "Our status as the preferred employer recognizes the way we recruit, groom and develop our talent and the kind of challenges and responsibilities we give to our people from early on in their career," said Sanjiv Mehta, CEO & MD, Hindustan Unilever”. "The experience of leading large teams, taking independent decisions early in their career, job rotations and diversity of experiences, including international assignments, provides the best foundation for the brightest minds to be groomed for leadership" Sanjiv Mehta, CEO & MD, Hindustan Unilever” 1

Conclusion

Employer branding has been a very popular concept with HR professionals, branding consultants, and market researchers in the recent past. While attracting the right talent and retaining them becomes a critical aspect for business success, research has shown that right brand for an employer can really help in this regard. Employer Brand is a fruitful exercise if done with passion, proper understanding, trust, belief and leadership support.