EMPLOYEE BRANDING AND IT’S IMPACT ON BUSINESS

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.