Employer branding project pdf

I sincerely thank my internal supervisor Dr. D, Associate Professor, without his guidance this project would not have been completed successfully I convey my gratitude thanks to my External advisor MR.

Karthick Govindarajan HR manager Chennai for offering this project in their esteemed organization and guiding me to complete this project work successfully. I have great pleasure in expressing my profound sense of gratitude to all faculty, technical staff and non-teaching staff of our department for their valuable support.

Finally, I express special thanks to my Parents and my friends, without whom the project would not have been successfully completed. Under the supervision of Dr. R, Dr. SR Engineering College, Chennai, it is my original work and not submitted for the award of any degree, fellowship or other similar title. Place: Ms. The objective is not only to offer these tangible benefits, but to also develop an emotional link with them. Definitions: Sartain and Schumann defined employer brand as: "how a business builds and packages its identity, from its origins and values, what it promises to deliver to emotionally connect employees so that they in turn deliver what a business promises to customers.

Ambler and Barrow define employer brand in terms of the benefits it conveys on employees. The need of building a strong employer brand is more than ever. Clearly, the table above shows that the development of employee value proposition is the key to get there. Since then, there have been numerous books written and conferences held on this subject.

Employer branding is an umbrella term for employer brand management, employer brand positioning and internal marketing. Offices are new homes where work and play co-exist. Nowadays, employer branding is a niche concept as opposed to brand management, which is a more general term. However, employment and branding seem to co-exist, in response to the ever growing competition for talent.

Times have changed. The rise of social platforms has compelled companies to be more transparent. People are more likely to join a company based on what its employees perceive and say about it.

This means talent attraction depends on employee advocacy. Vice versa is also true. Employees want to stick to their company for long, if it is perceived as an employer of choice. Employer Branding in Emerging Markets: A big opportunity is in store, just as emerging markets around the world prepare themselves to become as economic powerhouses.

Just as Asian countries are realizing their strength, so too are its workplaces trying to rise to the new levels of engagement, trust and work-life balance. They are leaving no stone unturned, in their reach, to make employees feel at home.

The best workplaces are getting enlightened and ready to walk the talk. Employer branding is now a global movement. Developed world has already adopted the concept and developing world is embracing it without hesitation. This has become possible with the arrival of balance-minded millennials who want their workplaces to be as comfortable as home because the boundaries between work and home are constantly diminishing.

When the term is used as a suffix, it represents a distinct identity, thought and personality attached to it. Similarly, when you think of employer branding, the organization for which it is being used carries a unique identity and is an employer of choice.

It sets the organization apart from the rest. Here are the fundamentals of employer branding that every organization can lay its focus on to achieve their goals: 1. Moreover, advent of social media has led them to publish scenes behind the screen, offer details of events and happenings and exposing their initiatives. Momentum: Developing a positive culture is not sufficient. Employees of great workplaces take great interest in how enthusiastically it is working towards keeping them happy.

Well Being: Identify unique opportunities to ensure overall well being of employees at work. Being at work is stressful for almost everyone. Organizations need to look into how they can place more value on both physical and mental health of employees. Additional Perks and Benefits: The millennial generation is demanding an all- inclusive workplace, as they spend more and more time at office.

In such a scenario, day care for their children, schools and universities, family events, paid time off can be a part of their compensation structure. This makes it clear that employees are propelling companies to recognize their efforts and provide them with employment growth opportunities.

Develop a culture of fairness, justice and equality while simultaneously ensuring that your workplace is as diverse as possible. Plus, these companies take initiatives to ensure their safety, teach them self defense, grow them as leaders and help them pursue alternative career options.

Employer branding is not a fad. It actually works. Which company would you like to be associated? What comes to your mind? Because they are big brands! Their employees have loads of fun working in company premise and get a lot of benefits.

Concept of Employer Brand: Although firms commonly focus their branding efforts toward developing product and corporate brands, branding can also be used in the area of human resource management. These definitions indicate that employer branding involves promoting, both within and outside the firm, a clear view of what makes a firm different from its competitors and desirable as an employer.

The employer brand puts forth an image showing the organization as a good place to work. Brand Vs Employer Brand: In reality, a company only gets to have one brand.

Not surprisingly, employee loyalty and customer loyalty are highly correlated. It only makes sense to think of the brand holistically. HR owns the task of conveying the brand in a compelling way to the labor market. Employer branding is not about starting from scratch — trying to conjure up some positioning that you think employees will find engaging.

Your employees already have a certain attitude towards the company. Job seekers already have preconceptions. The Employer Brand Experience: An employer brand is the full physical, intellectual, and emotional experience of people who work there, and the anticipated experience of candidates who might work there. It is both the vision and the reality of what it means to be employed there.

It is both the promise and the fulfillment of that promise. XYZ Co. Branding includes deliberate messages about the company. Candidates form powerful impressions of employers based on what one sees and hear. Their positioning is unique and distinctive. Every organization big or small has an employer brand whether they know it or not. More than 70 percent of respondents in the United States and United Kingdom expected that developing a strong employer brand leads to employees recommending organization to others as an attractive place to work, and also to higher employee retention.

The employer brand is an authentic description of an experience, similar to a consumer brand. It includes pay, working conditions, culture, job title, intangible rewards, and the emotional connection employees have with the organization and manager. It tells candidates who you are, what you want, and what you stand for. As a marketer attracts customers with a compelling product brand, a company attracts candidates with a compelling employer brand.

In the quest for quality, employer branding is the foundation of attracting the right people. This is where the thought is given to the new candidate comes together with the urgent need to bring great talent into the organization. The new candidate, as noted, is empowered to compare the organization to others, and start with the employer brand. The industry is quickly moving away from a short-term recruitment focus to a long-term employer branding focus. Companies will gain a competitive advantage by taking a long-term approach to investing in employer branding and developing their brands to align with long-term business needs.

Here are some concrete, step-by-step tips to help develop your own employer branding strategies: Understand the business needs: Employer branding activities may be misdirected if long-term business needs are not fully understood.

Understand what types of competences the organization needs in order to deliver on the business plan. Define the main target groups: Define the weight between current and future talent, based on the business needs and the critical competences. How many resources should an organization spend on attracting new talent versus retaining and developing current talent?

Define the main and secondary external target groups that need to be reached. Understand the target groups: After defining the main and secondary external and internal target groups, fully understand them. Organizations should use research to understand what these groups find attractive. The deeper the understanding of the target groups, the more effective the communication will be. Optimize the employer value proposition: An employer value proposition should be the foundation for all external and internal communication with talent.

Optimizing the EVP means ensuring that it includes attributes and communication themes that are attractive, credible, sustainable, and that allow for differentiation in the long term. Select KPIs and set objectives: Once organizations know what is important to business, understand the target groups, and optimize the EVP, find ways to measure impact and to set objectives. When these goals are met, the employer will know that the brand is moving in a direction that is fully aligned with the business needs.

Define an optimal communication mix: The research indicates which stage of the decision process the target groups are in, and this information will allow organizations to determine where the main focus should lie: on driving awareness, consideration, or desire. This fundamental knowledge will allow companies to optimize the selection of communication channels and will lead to the best possible ROI.

The only remaining component is the activities plan — which activities a company should implement and when. Develop communication ideas: Based on the EVP and the selected communication channels, organizations now need to develop communication ideas that will have the greatest possible impact on the target groups and set the company apart from the competition.

Of course, these communication ideas and concepts should be tested with the target groups before being fully executed. Execute and follow-up: With the plan and communication ideas in place, execute and continuously follow up. Importance of Employer Branding: The Future of Work recognizes the value of innovation, flexibility and agility.

And only companies with the best think tanks can sustain and grow in a highly turbulent business environment. The employer brand has a direct impact on the kind of people businesses attract.

With a wider talent pool, companies have more choices and can pick the best from the crowd. This is because company reputation and customer experience are intertwined. As social media plays a crucial role in spreading the information, with a strong employer brand a company will be able to expand its reach it far flung areas.

What they spread about you has influence on customers. It has a long way to go. Strategic Approach to Employer Branding: Organizations are compelled to take a strategic approach to employer branding. This is because workplace is now a psychological battlefield, containing millennials as a bigger chunk.

And they have an upper hand because they can multitask; they are tech-savvy; they want to try out everything; they have least hesitations; they know how to walk the talk; their priorities are simple and straight; and they want to do only what they love to do.

This generation is more interested in self employment, entrepreneurship and in jobs that offer them freedom and convenience to work on their own. Following are important steps to building a working employer brand strategy: Research, Research and More Research: After all, what you perceive about yourself and what others perceive of you can be different.

So, you need to research to understand the loudest and weakest aspects of your employer brand. And whatever you say, you should mean it. Also remember, you need not turn the way your organization operates upside down. Initially, you may just want to tweak HR policies and practices and then introduce new things one by one. Define Your Message: The foundation of a very successful employer branding is the message you convey. As a business, you must make a dedicated effort to ensure that you stand for something meaningful — something that you can be proud of and communicate it to others.

You can afford to neither bombard your audience nor indulge in sudden communication with them. Evaluation is essential, so that you can adjust or modify the process and messaging, making it more suitable for the audience. Analyze employee turnover rate, cost per hire, flow of applications, employee engagement level, brand attractiveness and employee satisfaction surveys.

What is employer branding in a nutshell? Employer branding is the combination of market research, advisory services, communications and marketing to achieve both a credible and desirable brand position. Being a cyclical process, constantly measuring performance and adjusting activities and strategies to continuously improve, it begins with understanding unique employer qualities and continues into sustaining the employer brand as a living, vibrant and attractive entity.

The alternative to employer branding, and perhaps even catastrophic scenario, is to be considered as a generic employer, unspecific in offerings and unnoticeable to promising career seekers. Finally, through talent acquisition and retention, the end purpose of employer branding is to stimulate business growth and achieve strategic business goals. IT is considered a subset of information and communications technology ICT. In , Zuppo proposed an ICT hierarchy where each hierarchy level "contain[s] some degree of commonality in that they are related to technologies that facilitate the transfer of information and various types of electronically mediated communications.

Several industries are associated with information technology, including computer hardware, software, electronics, semiconductors, internet, telecom equipment, and e-commerce. Humans have been storing, retrieving, manipulating, and communicating information since the Sumerians in Mesopotamia developed writing in about BC, but the term information technology in its modern sense first appeared in a article published in the Harvard Business Review; authors Harold J.

Leavitt and Thomas L. Whisler commented that "the new technology does not yet have a single established name. We shall call it information technology IT. Based on the storage and processing technologies employed, it is possible to distinguish four distinct phases of IT development: pre-mechanical BC — AD , mechanical — , electromechanical — , electronic —present.

This article focuses on the most recent period electronic , which began in about The industry employs about 10 million workforces. More importantly, the industry has led the economic transformation of the country and altered the perception of India in the global economy. However, India is also gaining prominence in terms of intellectual capital with several global IT firms setting up their innovation centres in India.

The IT industry has also created significant demand in the Indian education sector, especially for engineering and computer science. Employees from 12 Indian start-ups, such as Flipkart, Snapdeal, Makemytrip, Naukri, Ola, and others, have gone on to form start-ups on their own, thus expanding the Indian start- up ecosystem.! India ranks third among global start-up ecosystems with more than 4, start-ups. Total spending on IT by banking and security firms in India is expected to grow 8.

The public cloud services market in India is slated to grow Increased penetration of internet including in rural areas and rapid emergence of e-commerce are the main drivers for continued growth of data centre co-location and hosting market in India.

Cross-border online shopping by Indians is expected to increase 85 per cent in , and total online spending is projected to rise 31 per cent to Rs 8. Leading Indian IT firms like Infosys, Wipro, TCS and Tech Mahindra, are diversifying their offerings and showcasing leading ideas in blockchain, artificial intelligence to clients using innovation hubs, research and development centres, in order to create differentiated offerings.

The app has already reached the mark of 10 million downloads. Road Ahead: India is the topmost offshoring destination for IT companies across the world. Having proven its capabilities in delivering both on-shore and off-shore services to global clients, emerging technologies now offer an entire new gamut of opportunities for top IT firms in India. Information technology IT industry in India has played a key role in putting India on the global map.

IT industry in India has been one of the most significant growth contributors for the Indian economy. The industry has helped India transform from a rural and agriculture-based economy to a knowledge based economy. Information Technology has made possible information access at gigabit speeds.

It has made tremendous impact on the lives of millions of people who are poor, marginalized and living in rural and far flung topographies. Internet has made revolutionary changes with possibilities of e-government measures like e-health, e-education, e-agriculture, etc. Today, whether its filing Income Tax returns or applying for passports online or railway e-ticketing, it just need few clicks of the mouse. IT-ITeS sector in India, with the main focus on increasing technology adoption, and developing new delivery platforms, has aggregated revenues of USD Out of With 8 years in the industry, they have formed a team of passionate technologists to provide web and mobile consulting for businesses, and industry experts to provide tailor made solutions in Atlanta and rest of the US.

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Employer Branding Strategy Example 7. Employer Branding Strategy to Attract 9. Employer Branding Strategic Dimension What is HR Employer Branding?

Why is Branding Beneficial? What is the Meaning of Employee Branding? Why is Employer Branding so Essential? How can Branding Help a Business? What is the Importance of Employer Branding?

Employer branding will assist you to hire new employees, build a powerful organization culture and even lessen marketing costs. Employer branding is not the responsibility of marketing or HR. Branding is necessary because not simply what makes it an enduring impact on customers but it permits your customers and clients to know what to anticipate from your organization.

There are many sections that are used to improve a brand consisting of advertising, customer service , promotional commodities, reliability, and logo.

Positive employer branding assists to draw and maintain quality employees, who are critical to the accomplishment and increase of the business. This makes it a more appealing investment chance because of its persistently fixed place in the marketplace.

Following are some of the step-by-step points to assist improve your own employer branding approaches:.