Innovations in Employer Branding Strategies in India

Successful employment branding develops a theme and establishes an image of the employment experience at an organization and attracts and retains the right employees to the organization. Employer branding is the development and communication of an organization's culture as an employer in the marketplace. It conveys the "value proposition" - the totality of the culture, systems, attitudes, and employee relationship along with encouraging employees to embrace and share goals for success, productivity, and satisfaction both on personal and professional levels. Employer branding is the essence of the employment experience, providing points that commence with initial employer brand awareness, and continuing throughout the tenure of employment, even extending into retirement. Employer branding is a distinguishing and relevant opportunity for a company to differentiate itself from the competition creating its branded factors as its USP for employee satisfaction and happiness resulting in retention, productivity and efficiency.

The paper sets out to examine effective, practical employer branding strategies in India that address issues like recruitment, training, employee motivation, employee engagement, and retention, with a view to positively impact organization costs, productivity, and business performance.