Brands are the valuable tools in the hands of company to gain a competitive edge over its competitors. Branding is considered as marketing concepts that primarily focus on attracting consumers. But now the application of branding is not limited to products and services, companies use it in the area of human resource management also. The application of branding practices to human resource management has been termed as ‘employer branding’ (Tuzuner and Yuksel, 2009). The effective management of an organization depends upon its employees. For this purpose an organization has to recruit talented and skilled employees. But in this highly competitive environment where ‘war for talent’ is so high, companies need to differentiate itself from its competitors. It needs to develop an image of great place to work to attract and retain the talented workforce. This article focuses on the concept of employer branding, how employer branding can be done and a case study on employer branding.
