'Strategic Talent Acquisition & Retention 2010 - 11' August 10, 2010

‘Employer Branding – Role of HR’

Employer brand is the image of an organization as a great place to work in the minds of its current employees and key stakeholders. Employer branding is the process of creating an identity and managing the company’s image in its role as an employer.

The goal of employer branding is to create loyal customers; the customers here being the employees.
Building such a brand requires a lot of introspection by the company, and answering the questions, "what kind of company we are, and want to become?" and "how do we live up to the expectations of our stakeholders? A “good company tag” is critical to a company’s ability to attract, motivate and retain the best and the brightest, thus gaining competitive advantage in the marketplace.

The employer brand has to be aligned and congruent with what the company delivers to the employee, customer, public and shareholder. While building brand for prospective employees, initiatives are targeted at building repute in potential recruits about the company as a preferred place to
work. On the other hand, while building brand internally, the company has to live up to its standards and incorporate a culture of respect and trust for employees.

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