Job switching has become common and talented people are hard to be retained in the workforce. In such a scenario, it becomes important for the organizations to attract and retain talent. Thus, the concept of employment branding is gaining a lot of attention. This article discusses this concept and its benefits. It also discusses the steps involved in building an employment brand and the strategies for effectively communicating the same.

Given a choice, which company would you prefer working for and why? If you go by the list released by Fortune then you would like to work for Google or Quicken Loans or maybe Wegmans Food Markets. If you are given a choice with a restriction that you have to work in India, then maybe you will refer to the list released by Business Today and thus you may prefer to work for Microsoft India or MindTree Consulting or Johnson & Johnson. The question of selection of the right company is often pondered on both by the potential employees since they would not like to end up in the wrong job. From the HR managers' perspective, the question is relevant since he/she would not like to end up with the wrong employee. While thinking on this question the first name an individual will think of would be an organization which offers them the most positive employment brand.

Every potential employee has a dream company in their mind i.e., a company for whom he/she would like to work, and quite similarly every company has a dream employee in its mind. The question before the organization is to what strategies are to be pursued to build a perception of the organization in the minds of potential employees so as to make it their first choice. How can organizations build a positive perception through participation in surveys like the two mentioned before? The answer to these questions lies in the concept of `Employment Branding'.

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