Academic journal article IUP Journal of Brand Management

Employer Branding: A Potent Organizational Tool for Enhancing Competitive Advantage

Academic journal article IUP Journal of Brand Management

Employer Branding: A Potent Organizational Tool for Enhancing Competitive Advantage

Article excerpt

Attracting the right talent and retaining it has become a critical aspect for business success. The employer brand encompasses the firm's value system, policies and behaviors towards the objectives of attracting, motivating and retaining the firm's current and potential employees. Employer branding is about capturing the essence of a company in a way that engages employees and other stakeholders. It is a set of attributes and qualities that makes an organization distinctive and promises a particular kind of employment experience. Employees are the most important internal stakeholders as they play a vital role in the growth and sustainability of the organization. This study is a comparative analysis of the employee perspective towards the branding practices adopted by the hotels and reveals that there exists a significant difference in the branding practices of the hotels.

Introduction

Employer branding is the 'image of the organization' as perceived by the employees as well as other stakeholders. It helps differentiate a firm from its competitors. The employment brand highlights the unique aspects of the firm's employment offerings. Employer branding is about capturing the essence of a company in a way that engages employees and other stakeholders. It involves promoting both within as well as outside the firm and makes a firm different and desirable as an employer. The manifold objective of employer branding is to convince the employees that their organization is a good workplace, to retain them and to ensure their understanding of the organization's goals and commitment is in synchronization with the organization's vision and mission. The process of employer branding can be viewed as a holistic one, which presents the way in which the organization develops its employees' positive attitude and commitment towards the organization.

Organizations comprise both external and internal stakeholders. The internal stakeholders are individuals who reside inside the company as board members, executives, managers, employees and trade unions and who benefit directly from their contributions to the growth of the company. They are committed to serve their organization. The internal marketing concept specifies that an organization's employees are its first market. Employees are the most important internal stakeholders as they play a vital role in the growth and sustainability of the organization. Internal marketing is important because it carries the brand 'promise' made to recruits in the firm and incorporates it as a part of the organizational culture. The goal of internal marketing, also known as internal branding, is to develop a workforce that is committed to the set of values and organizational goals established by the firm. Employees who feel good about the synergy between the business model and brand values tend to stay longer and be more engaged, leading to higher productivity. 'Employer branding' enhances the level of staff engagement and also minimizes the loss of talented employees. It increases the productivity and profitability of the organization and also improves employee relations. Being an 'employer of choice' not only ensures that the employee joins the company and stays with it but also identifies with its visions, values and gives it loyalty, commitment and performance. A good employer brand helps maintain the organization's core competencies and ensures long-term competitiveness.

According to Figure 1, potential employees develop an employer brand image to form brand associations that are an outcome of the firm's employer branding. Also, employer brand loyalty is a function of organizational identity and organizational culture which ultimately lead to enhanced employee productivity.

Prospective employees also develop employer brand associations based on information sources that are not employer-controlled. A powerful employer brand has the capacity to attract and retain talent and represent quality to its customers, with the goal of gaining global recognition in a sustainable manner. …

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