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
. 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
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.