Rapid globalization has led to organizations spanning their operations across the globe, this marks the need for a competent workforce as firms seek sustainable source of competitive advantage in the tumultuous business environment. Thus, organizations are expending huge amount of resources to hire and retain competent talent in the organizations. Employer branding has emerged as a source of achieving competitive edge, which is pre-emptive in nature and is a long terms strategy that ensures constant and continuous flow of knowledge and skills in the firm. This conceptual paper develops a theoretical framework for employer branding by defining it and citing its constituents and cites relevant examples of Indian companies that have gained sustainable competitive advantage through usage of employer branding as a strategy.
Traditional recruitment strategies tend to be short-term in nature is reactive in nature and subject to job openings whereas on the other hand employer branding is a long-term strategy which is meant to maintain a constant and continuous flow of skills in the firm. Tim Ambler, Senior Fellow of London Business School and Chairman of People in Business named Simon Barrow defined Employer Branding in the Journal of Brand Management. They proposed that employer brand as “the package of functional, economic and psychological benefits provided by employment, and identified with the employing company”(Ambler & Barrow, 1996).
Ensures, Pre-Emptive, Dynamic Skills, Demographic, Employment, Employee Retention
