Exploring Employer Branding: Impact on Recruitment & Strategic HRM

This presentation delves into employer branding, defining it as a marketing-driven approach to HR activities aimed at attracting, recruiting, and retaining talented employees. It explores the concept and theory behind employer branding, highlighting its importance in recruitment, selection, and retention processes. The presentation uses General Electric as an empirical example, showcasing how the company leverages employer branding through video and digital marketing. Furthermore, it discusses the implications of employer branding on company culture, ethical practices, and overall growth. The presentation concludes that a strong employer brand fosters employee value and contributes to higher retention rates. Desklib offers a wealth of resources, including past papers and solved assignments, to further assist students in understanding this and other related topics.

Employer Branding
Student Name

Introduction
• It is basically a process in which a
company uses concept of
marketing with respect to science
of branding for the completion of
Human resources activities.
• It promotes company by serving
the companies capability for
attracting, recruiting and retaining
talented employees to maintain the
progress of the company for its
long business term (Theurer et al,
2018).

Concept & theory of employer branding
• The concept behind employer branding
was if company presents all the
specification of some product in order to
attract the potential customer then why
not promote specification of our
employees for development of the
company (Lievens & Slaughter, 2016).
• The theory of employer branding was
given by Marti Edwards in 2013 on the
assumption that when Companies
explain and judiciously achieve their
occupation experience this would help
generate worth and inspiration (Edwards
& Edwards, 2013).

Importance of employer branding for recruitment, selection and retention
Recruitment, selection and retention
Employee branding help the company to attract the brilliant
applicant for the company by promoting their best image in
the business market. By which a pool of applicant is
developed which helps the company to select the best of
best from the applicant and go for selection process.

Employer branding in General Electric
• General Electric is the best empirical example of employer
branding in which company has used it as a promotional tool
with the help of video to influence its target audience with the
help of digital marketing platform.

Implications of employer branding on the company
• By employer branding company will support the
culture of diversity.
• Employer branding will direct the company to go
for ethical practice which will help the company
in creating a better image in the community.
• By employer branding company will get
employees that enhance companies growth.

Conclusion
• Employer branding is combined into the
company and the numerous employer brand
qualities, and along with the companies'
philosophy, grips worth for employees and
subsidizes to them remaining working within the
company. These discoveries, along with
preceding investigation, allow the supposition
that employer branding have a strong effect on
employee retaining.

References
• Alniacik, E., Alnıaçık, U., Erat, S., & Akçin, K. (2014). Attracting talented employees
to the company: Do we need different employer branding strategies in different
cultures?. Procedia-Social and Behavioral Sciences, 150, 336-344.
• Aslam, S., Mason, C., Zakria, A., & Farid, M. (2015). Gender perceptions: Employer
branding through attractiveness, job characteristics and organizational
attributes. American Journal of Trade and Policy, 2(3), 161-166.
• Biswas, M. K., & Suar, D. (2016). Antecedents and consequences of employer
branding. Journal of Business Ethics, 136(1), 57-72.
• Edwards, M. R., & Edwards, T. (2013). Employee responses to changing aspects of the
employer brand following a multinational acquisition: a longitudinal study. Human
Resource Management, 52(1), 27-54.
• Leekha Chhabra, N., & Sharma, S. (2014). Employer branding: strategy for improving
employer attractiveness. International Journal of Organizational Analysis, 22(1), 48-
60.
• Lievens, F., & Slaughter, J. E. (2016). Employer image and employer branding: What
we know and what we need to know. Annual Review of Organizational Psychology and
Organizational Behavior, 3, 407-440.
• Sehgal, K., & Malati, N. (2013). Employer branding: A potent organizational tool for
enhancing competitive advantage. IUP Journal of Brand Management, 10(1), 51.