Employer Branding

[pic 1]

ROLE OF HR IN EMPLOYER BRANDING

[pic 2]

BY

ARPITA SINGH (15A3HP634)

PGDM (2015-17)

[pic 3]

INTERIM REPORT on

ROLE OF HR IN EMPLOYER BRANDING

SUBMITTED IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR

THE AWARD OF DEGREE OF

POST GRADUATE DIPLOMA IN MANAGEMENT

AT

INSTITUTE OF MANAGEMENT TECHNOLOGY, HYDERABAD

Submitted to

Prof. M.S. Manohar

(Faculty Mentor)

IMT Hyderabad

Contents

INTRODUCTION        4

LITERATURE REVIEW        4

OBJECTIVE        4

PROPOSED METHODOLOGY        4

MANAGERIAL IMPLICATIONS        5

LIMITATIONS        5

REFERENCES        6

INTRODUCTION

Employer branding can be defined as the process where a company creates an identity of itself and manages its image in the role of an employer. The employer brand should be congruent and aligned with its deliverables to the customers, shareholders, and public and to the employees.

What is an Employer brand?

An employer brand is a collection of ideas and beliefs that influence the way current and potential employees view an organization and the employment experience that organization is offering. Additionally, it communicates the company's culture and values and helps to ensure employees are passionate about their work, and employees fit in with, the organizational culture to help move the company forward.

The concept of employer branding is in its nascent stage and it emerges from the discipline of marketing as well as HR. Its aim is to develop an image of the organization as an employer of choice in the minds of existing and potential employees as well as other stakeholders including customers and recruiters a strong employer brand should connect an organization’s values, people strategy and HR policies and be linked to the company brand. The objective of employer branding is to offer all the above mentioned tangibles benefits as well as to have an emotional link with them.

The focus of employer branding is to build the brand name of the employer in the job market. It focuses to develop a healthy and positive relationship with the target groups in the job market (potential candidates for future job vacancies) and also with the current employees. Employer branding consumes the significant chunk of the HR budget as it is very important part in the recruitment and staffing process. It basically identified for the communication of the benefits provided to meet the expectations of the company. The communications that can be focused upon by the organizations can be like a quick career path, many other organizations can focus on the communication like fair and friendly internal environment. Through their corporate cultures, these organizations build a competitive advantage. Human capital management and development are worked upon to create this competitive advantage.