Indispensable Elements of Employer Branding in Different Business Milieu A Conceptual Approach

The research work on ‘Employer Branding' started at the end of twentieth century. Two researchers named Simon Barrow and Tim Ambler in the Journal of Brand Management in December 1996 mentioned about employer branding and they suggested the importance of the same with respect to the sustainable growth of the organization. Companies started realizing the imperatives of employer branding in last decade as they had experienced extremely high attrition rates for various reasons, some of those are related to intrinsic and extrinsic factors. Human resource department tried to implement various employee engagement programs to increase the productivity of the employee and to retain the performer of the company. Retaining the best talent remains one of the most prominent issues of the organizations as they are always looking for the best possible opportunities for them. Slowly but quite steadily organizations realized that employer branding could be one of the weapon to experience long term success. Therefore, organizations are trying to formulate various employee oriented strategies to continue the value chain without disturbing the fundamental structure. So, it can be utilized as one of the growth propositions for the corporations internally. It had also predicted that, it could be a better proposition than any formal advertising or advertising campaign plan to gain the brand value and the brand equity. The researcher is trying to find out the importance of employer branding in different contexts and various factors those can influence employer branding practices in different ways. The research paper is also trying to investigate the reasons due to which Indian companies are not doing well as far employer branding is concerned. Pritam Chattopadhyay "Indispensable Elements of Employer Branding in Different Business Milieu: A Conceptual Approach" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-5 , August 2020, URL: https://www.ijtsrd.com/papers/ijtsrd33139.pdf Paper Url :https://www.ijtsrd.com/management/other/33139/indispensable-elements-of-employer-branding-in-different-business-milieu-a-conceptual-approach/pritam-chattopadhyay