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- Title
Employer Branding: A Study of Its Relevance in India.
- Authors
Kapoor, Vikram
- Abstract
Some quote 'employer branding' to be an indispensable strategy; others term it as a mere fad. This paper aims at ascertaining the relevance of employer branding in India and whether it is merely superficial or there is something more innate to it. A descriptive research, this paper, by means of a structured, non-disguised questionnaire, seeks insight into this very niche and occidental concept of employer branding in India. By using both deductive and inductive elements, the paper identifies top three parameters and factors in a myriad of areas related to employer branding like factors pertinent in developing the employer brand, attributes considered most important in attracting new talent to the companies, challenges in managing an employer brand, metrics considered useful for measuring the ROI for a company's employer brand, factors an employee considers important about working with his company, communication media considered important for communicating the employer brand, activities considered important in enhancing the employer brand, and finally benefits arising from implementing employer brand. The dramatic changes in the workforce trends and the immense competition in the labor market has made it imperative for companies to develop strategies to differentiate themselves; the panacea to this problem is employer branding. Employer branding undoubtedly is a significant precept of modern management, one that offers a fine blending of the science of marketing with the art of enlightened human relations management. It is also one of the strongest bulwarks ever against the scourge of unbridled employee attrition.
- Subjects
INDIA; MARKETING; BRANDING (Marketing); BUSINESS communication; EMPLOYERS; BUSINESS planning; INTERPERSONAL relations
- Publication
IUP Journal of Brand Management, 2010, Vol 7, Issue 1/2, p51
- ISSN
0972-9097
- Publication type
Article