Employer branding as a foundation for effective hiring: A study of the power sector

Employer branding is the process of promoting a company as the employer of choice to a desired target group, one which a company needs and wants to attract, engage, develop and retain as employees. With the increasing talent shortages around the world, this strategy can provide the much needed strong foundation for better hiring/recruitment and selection prospects, while at the same time contributing to better employee morale and retention. The objective of this study was to study the impact of employer branding on an organizations recruitment process. Two well known organizations in the power sector were chosen to collect the data. The idea was to see whether the prospective employees were affected by the employer brand while applying in the organization and does that brand value create a sense of pride in them. It could be clearly seen that the brand image of any organization was a very important criterion for the prospective candidates while considering applying for a job there or deciding to promote that organization as a preferred place of work to others. Therefore modern organizations need to appreciate the value of a well thought out, strong employer brand strategy for profitability and sustainability.