Abstract:
This research is based on how employee branding plays its role in identifying and achieving the
business goals. Globalization has paved way for significant changes in the business and
corporate practices and it has shifted employer priorities from production oriented to
employee-oriented organizations. This shift in employer perspective is proven by the intensified
competition for talent hunting despite the economic crunch and instability.
Employee brand communication process is similar to the same product brand marketing.
Potential and existing employees to follow the same employer brand awareness "consciousness -
understanding - Preferences - Select - Loyalty" process. Employee branding has become an
evolutionary concept for contemporary business practices. It is a distinctive business feature that
invites potential talent pools toward a firm and it makes them to perceive the firm, as an
employer of choice. In the recent years, employee branding has become an increasingly
important element that can have considerable impact on the business performance. It is a source
of attracting, recruiting and retaining the best pool of existing and potential employees by
presenting the organization, as an employer of choice. An organization can achieve the objective
of developing a strong employee brand by closely integrating the employee brand with corporate
brand and corporate identity in order to maximize the brand equity in the long run.
In the last part of the research moreover, a strong and carefully developed employee brand
embraces an organization with numerous benefits and associated business gains in terms of
sustainable business profits and growth opportunities.
