Employer Branding: - Conceptualizing to Gain Competitive Advantages

Employer Branding:- Conceptualizing to Gain Competitive advantages

*Raju Kumar Shaw
Abstract:

There is a fundamentals shift in how business is conducted. Corporates are moving from labour-based business to knowledge-based business. They are trying to capitalize on their intellectual assets. Today’s businesses are positioning themselves within the new economic realities. By facing these burning issue i.e. Global Markets, technological changing, competitive pressures and developing employees Through Employee Value Proposition on Employer branding seems to be the best way to gain competitive advantage. On one hand, many organizations think that their existence is depend on developing new applications of information technology. But on the other hand, only few organizations believe that the most valuable assets are their employees. Employer branding is defined as a targeted long-term strategy to manage awareness and perceptions of employees, potential employees and related stakeholders with regards to a particular firm. This includes direct and indirect experiences of dealing with the firm. Like actual product branding, organizations have started to invest employer branding as employees are the internal customers of the firm. The employer brand builds an image confirming the organization as a good place to work. Today, an effective employer brand is essential for competitive advantage. With the liberalization of the Indian economy in 1991 and subsequent economic reforms, Indian companies are becoming internationally strategic to utilize the employer brand to attract and retain talent which leads to expand and growth of the business. This paper gives some concept on employer branding and also to examine how Indian organizations with a positive corporate reputation can attract and retain employees. It also focuses to explain the importance, applicability, outcome and creating an effective employer

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