An Internal Persepective of Employer Branding at Bharti Airtel Limited

The demand for qualified working capacity is increasing faster than the offering. The competition in the market has intensified and has made companies to show an ever increasing interest in strategies to differentiate them. Strong demand for specific skills, in addition to ever tighter markets generally is making it much more difficult both to retain current employees and to recruit new employees. Employer branding is called the “hottest strategy in employment”. It is an international concept referring to the work with making the identity clear as an employer. The result is the companies’ images as employer, both internally and externally. The objective of this research was “To study the internal Employer Branding” where the data was collected from the employees of Airtel. The survey was majorly based on fifteen parameters that an employee always looks for in an organization. This included competitive compensation, work life balance, career or growth opportunities, quality of work, financial strength, proper management and leadership skills etc. Employer branding is also matched with the product branding and the consumer behavior studied accordingly. It was observed that the company provides very good work life balance and quality of work but lacked at international career opportunities and hence suggestions were put forward to improveee over the same. As per the analysis it was observed that there is not much difference in the response of the respondents on the basis of gender but there is a significant difference among the responses on the basis of age and hence accordingly the suggestions were provided.