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Employer Branding-A Strategic Tool in HR by Nupur Jain

Employer Branding-A Strategic Tool in HR by Nupur Jain

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Published by Nupur Jain

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Published by: Nupur Jain on May 09, 2011
Copyright:Attribution Non-commercial

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01/17/2013

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1
 
CHAPTER –1
 
INTRODUCTION
 
 
1.1
INTRODUCTION OF THE PROJECT
Few years ago at the time of recession the comments from the companies represented wereeverywhere the same:
“We do not hire at the moment, but please check out our webpage and remember us for later!”
But now the attitude was different. The bigger companies were stillrather neutral, but the attitudes among the smaller companies were the total opposite. Theyseemed to have realized that hard times are ahead of them, when it comes to possibilities inrecruiting. However, this will not be an issue only for smaller companies.Most studies show that we are entering a longer period of lack of competence, and more peopleare showing interest in the matter. The demand for qualified working capacity is increasingfaster than the offering, both in India and internationally. (Talent Talk, 2003).As competition in the labour market has intensified, companies have shown an ever-increasing interest in strategies to different themselves. Strong demand for specific skills, inaddition to ever tighter labour markets generally, is making it much more difficult both toretain current employees and to recruit new employees. (Corporate Leadership Council, 1999)
The hottest strategy in employment 
”, to use words of Dr. Sullivan, is gathered under theinternational concept
 Employer Branding 
. It is the work with making the identity clear asemployer. The result is the companies’ images as employer, both internally and externally(Talent Talk, 2003). According to The Corporate Leadership Council a strong
 Employment  Brand 
is one of the best weapons on a competitive labour market.In this project, I aimed to study the relationship of Employer Branding with the productivity of theemployees where Employer branding has emerges as a strategic HR tool. Main work of the projectwas to understand the relation of concept of Marketing with that of Human Resource.
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1.2FUNCTIONAL AREA OF THE PROJECT
The functional area of my proposed study is Human Resources. I intend to study how employer  branding impacts employee retention. The concept of Employer Branding clubs human resourcemanagement and brand management principles. It is more of a need than a trend. Through mystudy I want to analyze and highlight the importance of Employer Branding, even during the slack  periods. It is actually this time when an organization can emerge as a ‘good’ or a ‘bad’ Employer Brand.
1.3 PURPOSE OF THE STUDY
To Investigate
This research is to investigate on the relationship between employer branding, employee productivity and employer attraction by various companies and industries in India. It is also to findout what are the suitable characteristics in an employer image that can attract potential employeesas well as employer brand loyalty that can improve employee productivity.
To Explore
The research is done in order to explore on how organizations in India deals with the issues of high employee turnover by using the concept of employer branding that deal with employer imageand employer brand loyalty.
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