Vol: 4, Issue: 4 2014

Page: 01-12

Employer Branding: A Synergistic and Reinforcing for an Organization

Harsha Rathore

The paper deals with the concept of employer branding, and its impact on an organization. Employer branding is very imperative to follow, as an employer brand represents the core values of an organization. Organizations considered good employers have a strong identity and a positive image in the marketplace. To be successful, organizations need to attract the employee market. A strong employer brand enables an organization to attract and retain talent. It stimulates word of mouth, promotion about the organization and helps to deliver higher levels of customer service. Significantly it is the main driver of value from your organization’s intangible assets. Employer Brand is “the image of an organization as a ‘great place to work’ in the mind of current employees and key stakeholders in the external market. Employer branding is therefore concerned with the attraction, engagement and retention initiatives targeted at enhancing the company's employer brand.). The objective of Employer Branding is quite simple. It is a strategy employed by an organization to create an Employer Value Proposition (EVP) that would convey to desired current and prospective employees why the organization is unique, appealing and a fantastic place to work in. EVP are communicated through company actions and behaviors and evoke emotive and rational benefits for current and prospective employees. These EVP replicate an image the organization wants to portray to its target audience and should be insightful of the true employment know-how. In this paper various case studies have used to explore the benefits of being an ‘employer of choice’ and highlights that employer branding can contribute significantly to overall business performance.