ACADEMICIA: An International Multidisciplinary Research Journal
Year : 2011, Volume : 1, Issue : 3
First page : ( 73) Last page : ( 80)
Online ISSN : 2249-7137.

Employer branding: A strategic initiative

Dutta Sumanta

Assistant Professor, Department of Business Administration, Dinabandhu Andrews Institute of Technology & Management, Garia, Kolkata, India

Online published on 21 September, 2017.

Abstract

‘Employer Branding’ has been consider one of the “hottest strategies in employment”. By creating brand images, employers are struggling to differentiate themselves in both internal and external environment. ‘Employer Branding’ is also very prominent in the Human Resource Management (HRM) point of view and acts as one of the communication magic tools for acquiring and retaining the talent in this fast changing technological era. Employer branding, in the commercial context, acts like an adhesive that helps in bonding different components of the organization to ensure the employees’ commitment, loyalty, advocacy and satisfaction. It constitutes an important concept in today's knowledge base contexts where attracting employees with superior skills and knowledge are considering the primary source of competitive advantage.

This article, through illustrative examples, provides a holistic perspective on employer branding and the application of concepts of employer branding used for attracting and retaining the talent pool.

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Keywords

Human Resource Management (HRM), Employer Branding, HR executives.

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