TITLE

EMPLOYER BRANDING - A TOOL FOR TALENT MANAGEMENT

AUTHOR(S)
Mandhanya, Yogita; Shah, Maitri
PUB. DATE
February 2010
SOURCE
Global Management Review;2010, Vol. 4 Issue 2, p43
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Talent management refers to the process of developing and integrating new workers, developing and keeping current workers and attracting highly skilled workers to work for company. Employer branding is a new dimension in managing the talent of organization from the perspective of retention and attraction management. This paper focuses on, how creating an employer brand in the minds of employees can help in this direction. A fact remains true forever that for any organization talent is the key to growth. Looking at the present market scenario, we know that the growth during a recession in order to promote the brand of the organization should not be considered a waste of money instead should become a necessity. Employer branding is defined as a targeted, long term strategy to manage the awareness and perceptions of employees, potential employees, and related stakeholders with regards to a particular firm. Employer branding has become a top priority for organizations in their quest to win the war for talent. The unprecedented demand for talent accompanied by a shrinking pool poses a challenge for organizations. Good branding attracts prospective candidates' attention and creates a desire to apply to the company. Employer branding builds an Employee Value Proposition (EVP) that matches both what employees want and what's expected from them in return. It defines about the companies strengths relating to policies, procedures, culture etc and creates a loyalty among the employees and aids in retention management as well as generates an improvement in candidate attraction, engagement, commitment, and motivation. It serves as an HR perspective.
ACCESSION #
55436194

 

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