ABSTRACT:
In today’s global scenario, an effective employer brand is essential for competitive advantage. The art and science of employer branding is therefore concerned with the attraction, engagement and retention of initiatives targeted at enhancing the company's employer brand. “India, Inc.”- a common term used in India to refer to India’s corporate sector which aims to positively build on opportunities as the world economy strengthens, and the employer brand is a prime example of a progressive HR practice in India. Minchington (2005) defines employer brand as “the image of an organization as a ‘great place to work’ in the mind of current employees and key stakeholders in the external market”. The increasing focus on competitive advantage is leading many firms to rethink on their employer brand. The current economic slowdown and the pressure to cut costs and increase productivity have made the need to get the best people in the right jobs even more crucial. The key to this issue is to align the brand with the company's business plan, meaning the brand is designed to attract and retain the kinds of people the company wishes most. Employer branding helps companies to attract and retain high performing employees.