Conceptualizing Employer Branding as an Effective Technique for Talent Acquisition and Retention : A Framework Based Analysis

Today, due to globalization and technological advancements, an extremely competitive knowledge-based economy has emerged. Accordingly, the need for highly skilled employees has increased enormously in the market. It is an established fact that talented employees are considered essential for organizational growth but at present they have become essential for the survival. This state of attraction and retention of the talent from exceedingly competitive market has led to a war of talent. Furthermore, in today’s business scenario, employer brands have developed into extremely valuable assets. As everyone is obsessed by branded products and services, employer brand has attained a position of status symbol and organizations are using their employer brand to attract fresh pool of talented workforce and to retain potential talents. In order to create an appealing employer brand organizations’ are investing huge capital on building and communicating their employer brand to the potential talent. Given the scenario of “War of Talent”, developing a strong employer brand image by an organization helps in a substantial way to acquire and retain talent. Having said that, organizations’ should exercise utmost care while developing and implementing employer branding process as it acts as a crucial game-changer to attract and retain talent