employer branding-talent attraction and retention

ABSTRACT 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.” Brands are among a firm 's most valuable assets and as a result brand management is a key activity in many organizations. The key to developing the employer brand strategy is to arrive at a comprehensive understanding of the organizational culture, key talent drivers (engagement factors), external perceptions, leadership vision, and management practices. Brand Management have been applied by the HR in order to attract, engage and retain employees in the same way as marketing applies such tools to attract and retain customers. A descriptive research seeks insight into the occidental concept of employer branding. It identifies parameters and factors in a myriad of areas related to employer branding like factors pertinent in developing the employer brand, attributes considered most important in attracting new talent to the companies, challenges in managing an employer brand, factors an employee considers important about working with the company, communication media considered important for communicating the employer brand, and finally benefits arising from implementing employer brand. Employer branding undoubtedly is a significant precept of modern management, one that offers a fine blending of the science of marketing with the art of enlightened human relations management. It is the key to one of the strongest challenge of rampant employee attrition. The paper tries to describe the impact of employer branding on retention of employees. Keywords: Branding, Employee Engagement, Retention, Attrition

INTRODUCTION
Employer branding is today a focus of every employer, regardless of size. Earlier, it was primarily a concern for large employers in a limited number of industries that faced strong competition for talent. Today, competition for talent is fierce in any number of

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