Employer Branding: Recruitment, Selection, Retention

This presentation delves into the concept of employer branding, defining it as a crucial process where companies leverage marketing principles to enhance their image and attract, recruit, and retain talented employees. It highlights the significance of employer branding in a competitive business environment, emphasizing its role in attracting top talent and reducing hiring costs. The presentation explores the theoretical underpinnings, including the work of Marti Edwards, and illustrates the practical application of employer branding through a case study of General Electric. It also discusses the implications of employer branding for organizations, such as improved applicant selection, promotion of diversity, and ethical practices, ultimately positioning it as a key tool for long-term business success. The presentation concludes by emphasizing the importance of employer branding as the company's face in the market, influencing potential applicants' decisions and aiding in the selection and retention of ideal employees.

Running Heading: EMPLOYER BRANDING
Employer branding
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EMPLOYER BRANDING 1
Slide no.2
In this present world the company must have some unique image in the market and this
unique image is known as employer branding. 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 by 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).
Slide no. 3
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). Hence, if any
company wants growth and top raking in this business market, the employer branding is the most
important aspect for consideration because branding of employers automatically brand the
company as employer is the part of the community and any community is the platform where
individual influence the other individual through their actions (Alniacik et al, 2014). 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).
Slide no. 4
Employer branding is actually a cluster of characteristics and potentials, frequently
intangible, that brands a company distinguishing, assure a specific kind of service experience,
and requests to those persons who will flourish and accomplish finest in its environment (Aslam
et al, 2015). Anything that a candidate has ever listen or experienced or read about any company
will automatically enter in the decision of the candidate whether the candidate should work with
the company or not (Sivertzen, Nilsen & Olafsen, 2013). The way company analysis the
candidate for a particular post, similarly the candidate also analyzes the company on the base of
their image in the market.

EMPLOYER BRANDING 2
A robust employer brand is significant in serving the company to stand strongly with the rivals
when it derives to appealing the brilliant minds towards the company (Leekha Chhabra &
Sharma, 2014). As per study it has been seen that the company who has successfully
implemented employer branding has able to cut the cost of hiring and also to retain its ideal
employees due to its brand image almost with 75% success.
Slide no.5
General Electric is one of the best examples of employer branding at work place. General
Electric took adequate amount of time to understand its target audience and then came up with a
proposal of promoting through video with the help of multi-pronged media (Yoh, 2017). In this
video, one guy is expressing his excitement of working with General Electric to family and in the
end of the video appearance of apply button is displayed which is the symbol of employer brand
promotion (Van Hoye et al, 2013).
Slide no. 6
Implication of employer branding on the company is that the company will be able to
select the best applicant for any post along with the selection not only on local group but from
also from international platform (Biswas & Suar, 2016). 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 (Sehgal &
Malati, 2013).
Slide no.7
Over all conclusion of this report is that employer branding in present act as the face of
the company in the business market which is read by the potential applicant to enter in the choice
of whether work for the company or not. Also Employer branding act as an important tool in the
hands of company by which they are able to select and retain its ideal employees.

EMPLOYER BRANDING 3
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.
Sivertzen, A. M., Nilsen, E. R., & Olafsen, A. H. (2013). Employer branding: employer
attractiveness and the use of social media. Journal of Product & Brand
Management, 22(7), 473-483.
Theurer, C. P., Tumasjan, A., Welpe, I. M., & Lievens, F. (2018). Employer branding: a brand
equity‐based literature review and research agenda. International Journal of Management
Reviews, 20(1), 155-179.
Van Hoye, G., Bas, T., Cromheecke, S., & Lievens, F. (2013). The instrumental and symbolic
dimensions of organisations' image as an employer: A large‐scale field study on
employer branding in Turkey. Applied Psychology, 62(4), 543-557.
Yoh. (2017). 6 Companies With Killer Employer Branding Strategies. Retrieved From:
http://www.yoh.com/blog/employer-branding-companies-nailing-it