Employee goals are continuously reflected by the HR policies of the organization. Employees with high self-esteem are exactly the types of people that employers need in todays highly competitive and uncertain global marketplace. Employee self-esteem has a positive impact on productivity and on inter-personal relationships within an organization.

With talent becoming increasingly scarce, companies are evaluating their resource requirements and following a long-term approach to secure competent employees. This includes establishing an employer brand in the labor market. The strategies for effective employer brand include investing in talent, just as they would invest in any valuable corporate tangible asset - by providing varied motivational factors. A long-term approach also includes systems to monitor the needs of the employees to ensure that HR policies continue to reflect and recognize employee goals.

Employer branding is becoming a critical input in HR Marketing. It is defined as an organization's reputation as the most preferred employer among the prospective employees. It is similar to managing and enhancing a brand in product or services marketing. It usually provides a suitable answer to one very fundamental question: Why should an employee want to join this particular organization, instead of preferring any other organization? It gives valuable information on business activities, work culture and benefits of working for this organization to employees who want to join or are working in the organization.

The concept of employer branding is a powerful competitive edge in the knowledge economy. It is used to guide the recruitment process. It is also used to formulate strategies for employee retention and motivation. When the prospective candidate is selected and becomes the employee, there is a moral obligation on the part of the company to fulfill its promises it has made during the recruitment process. If the organization fails to meet the promises, then it would be disastrous as, right in the beginning, it loses the employee's psychological commitment which is the basis for the potential good performance. On the contrary, if the organization is honest in fulfilling the promises made during the recruitment process, then it will support and strengthen its employer brand.

HRM Review Magazine, Employer Branding, Global Marketplaces, Corporate Tangible Assets, Services Marketing, Knowledge Economy, Psychological Commitments, Economist Intelligence Unit, EIU, Micro Management, Competitive Market, HR Policies, Business Decisions.