Employer Branding as an effective Marketing Strategy: An Empirical Study

Abstract

In an employee-driven job market where companies fiercely  compete with each other  to offer the  best to the prospective candidate, employer branding has  risen to prominence  at times even surpassing the critical factors like compensation and job role which is often considered as pivotal factors in an organization. The outlook of the masses towards the employer brand is increasingly gaining ground as a critical factor for a business to succeed or go in oblivion.Leading companies realize the importance in attracting and retaining the right kind of talent to have a higher growth trajectory in a competive business environment.Employers are increasingly getting aware of the fact that creating a positive brand experience for employees require utmost  care, focus and coherence which so far has been a hallmark for effective management related to the brand experience of the customer.Often the Marketing and Human Resources  functions  are not aligned as they use different nomenclatures to identify similar objectives.It is  observed that a 'joined-up’ model of external as well as internal brand relationship management can help in effective resolution of   apparent conflicts and ensure a smooth alignment. This research paper explores the way in which organizations manage employer branding concerning employer image as well as employer brand loyalty. A sample of 60 employees from an organization in Real Estate sector was chosen for the study and  gap analysis is performed using  the  satisfaction, attraction as well as retention rate of the employees in the organization are calculated using statistical analysis (Chi Square and Cross Tabulation). Finally it becomes apparent that there indeed exists a positive correlation between Employee Satisafction and Employer Brand.