Analysis Of Employer Branding

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Background

Brand was always used for tangible products, but over the years it has been applied to different people, places, and products (Peters, 1991). According to Barrow and Mosley (2005), employer branding is used not only to give the message of the overall personality of he company as an employer ,but it also helps to motivate and engage the employees. It is an emotional relationship between an employer and employee. Ambler and Barrow (1996) have defined employer branding as the development and communication of an organizations culture as an employer in the market place. “It is the package of functional, economic and psychological benefits provided by employment and identified with the employing company “. There is always a need for
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The employment factors like work environment, salary, culture, benefits, management style as well as growth opportunities contributes to the decision making of employees (Shivaji et al ,2003).

Employer branding is a long term strategy which manages the awareness and perception of the employees, potential employees and related stake holders with regard to a particular organisation ( sullivian, 2004). All in all employer branding put forth an image showing the organisation as a good place to work. Employer branding works on the marketing concept of positioning. It highlights the company as an employer. The customer in employer brand are the employees / potential employees, while the aim remains the same: attracting new customers while retaining the current
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Providing a good workforce is believed to produce a higher quality products, supports more innovation, have the ability to attract more people and lower turn over cost, all of which translate directly into a better bottom line ( Livering, 1996). Engaged and satisfied employees gives their best and achieve success (Luthans and Petersons, 2002). Employer brand reflect the entire internal, external and corporate brand. Differentiation is also important when one talks about branding. Being different from the competitors are the most important feature of branding characteristics identified by the employers. Companies who have a strong employer brand tends to be more attractive in the eyes of the potential employees. A strong employer brand includes understanding your organisation, creating a compelling brand promise, developing standards to measure the fulfillment of the brand promise, ruthlessly aligning all HR practices to reinforce the brand promise and execute and measure it ( Berthon et al,
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