Employer Branding: Concepts and Cases

In knowledge intensive industries, what differentiates the best from the rest is the “quality of human capital.” While there is plenty of talent available, the difficulty arises in finding talent with the “best fit” for an organization. Potential employees would like to associate themselves with companies that have a “brand” of success, leadership and people development initiatives, while also instilling a deep sense of pride and commitment. Not much effort has been made by organizations to improve their corporate image internally. However, with increasing global competition, companies worldwide have started looking at this facet of branding. Employer branding is all about the company’s value in the market, a timeless process that has gained even more significance. It is essentially a combination of the reputation of the organization, the career offer and the corporate culture existing in the company. Forces like a competitive talent market, an aging workforce and an inexorable demand for more skills, knowledge, experience and education are driving the focus on employer branding. An effective employer brand can help to achieve business success. Also successful employer branding helps in retaining current employees, increasing employee satisfaction, attracting job candidates, and motivating employees in their work, which leads to superior business gains. This book is designed as a useful reference material for directors, managers and professionals responsible for human resources, recruitment, selection and retention and staffing.