|
Employer branding is the process of building an identity and managing the firm's image and its role as an employer. If crafted with diligence it can work as a smart management tool for attracting and retaining talent in this era of talent dearth and thus the firm could be benefitted. The present article is an effort to consider the various available alternative strategic initiatives of a firm to build an image to become `the choicest employer' in a cost-effective manner. It also focuses on the inherent implementation challenges and subsequent measurement issue.
What attracts talent to apply for a job in a firm? A catchy, big, colored advertisement or the promise of being a good pay master or a great ambience at the corporate office? If the firm would have been a `product' before making purchasing decisions
All the above are the ingredients for deciding the brand personality of a product. A brand is a product, service or concept that is publicly distinguished from other products, services or concepts so that it can be easily communicated and helps in establishing unique identity. Thus, we find the brands enable customers to instinctively make purchasing decisions.
Employer branding is the process of creating an identity and managing the organization's image and its role as an employer. Organizations are complex—open systems and/or single interventions are not enough. A good tag has always remained critical to an organization's ability to attract, motivate and retain the best and the brightest, thus gaining and maintaining competitive advantage in the marketplace. Both internationally and nationally, those organizations that are voted as best place to work for also yield higher returns for shareholders. In fact, employee attitudes are directly linked with the performance. Additionally firms that are considered good employers have a strong identity and image in the marketplace. The employees expect the package of following benefits through employment. |
