1Employer Branding: Critical imperatives of the time

In the competitive driven corporate landscape, people are emerging as the soundest asset. Talented people will have to be handled with uncommon tact and care. Top – notch talent are the key source of competitive advantage for the firm.Companies are going all out to ensnare and retain talented employees with a view to achieving and sustaining the decisive edge in the hyper – competitive market. The trajectory of the development is that there is a sharp spike in demand for the top – notch people. On the flip side, the talented employees are in short supply. The yawning gap between demand for and supply of talent is more pronounced and being felt badly. The reasons could be ascribed to lack of awareness and hands – on learning. So attracting the right talent has become an arduous task for companies. To compound the matter further, the ballooning attrition levels and talent retention have become major issues that the HR Practitioners are grappling with. In this context, employer branding has come as shot in the arms for the companies. Employer building is aimed at building and bolstering the ultimate image of the company at the two levels – Chiefly internal as well as external. Creating a strong and robust employer brand needs unswerving involvement and support from the employees. Organization should became alive to the reality that recruitment exercise will have to be managed pretty much the same manner the customers are being managed. Employer branding cannot operate purely in HR Silo. The whole gamut of people ranging from employer to customer to HR Professionals and marketing executive will have to be involved in creating a robust employer brand