Employer Brand in India: A Strategic HR Tool for Competitive Advantage

V. Tulasi Das*, P. Hanumantha Rao**
* Associate Professor, Dept. of HRM, Acharya Nagarjuna University, Guntur.
** Teaching Associate, Dept. of Comm. & Mgt. Studies., Andhra University Vizianagram Campus, Vizianagram.
Periodicity:June - August'2011
DOI : https://doi.org/10.26634/jmgt.6.1.1498

Abstract

Employer brand is about capturing the essence of an organization in a way that engages current and prospective talent. It expresses an organization’s ‘value proposition’ the entirety of its culture, systems, attitudes and employee relationships, providing a new focal point for the company. Today, an effective employer brand is essential for competitive advantage.

Keywords

Employer Brand, Competitive Advantage, Employee Value Proposition.

How to Cite this Article?

V. Tulasi Das and P. Hanumantha Rao (2011). Employer Brand in India: A Strategic HR Tool for Competitive Advantage. i-manager’s Journal on Management, 6(1), 1-7. https://doi.org/10.26634/jmgt.6.1.1498

References

[1]. Barrow, S., & Mosley, R. (2006). The Employer Brand, Bringing the Best of Brand Management to People at Work, John Wiley & Sons, Chichester. Work, John Wiley & Sons, Chichester.
[2]. Minchington, B. (2010). Employer Brand Leadership – A Global Perspective, Collective Learning Australia.
[3]. Martin, G. (2009). Employer Branding and corporate reputation management, The Peak Per forming Organization, Chapter 13, pp 252, Routledge, London.
[4]. Edwards, M.R. (2010). An integrative review of employer branding and OB theory, Personnel Review Vol.39, No.1, pp.5-23.
[5]. Ambler, T., and Barrow, S. (1996). The employer brand, The Journal of Brand Management, Vol. 4, pp185- 206.
[6]. The Economist (2003). Employer Branding Survey.
[7]. Minchington, B. (2006). Your Employer Brand – attracts, engage, retain, Collective Learning Australia.
[8]. Sartain, L., & Schumann, M. (2006), Brand from the Inside, John Wiley & Sons, San Francisco.
[9]. Baid, P., & Rao, A.R. (2006). Employer Branding, Concepts and Cases, ICFAI University Press, Hyderbad.
[10]. Budhwar, P.S., & Bhatnagar, J. (2008). Employer Branding as a differentiator, The changing face of people management in India, Routledge.
[11]. Lloyd, S. (2002), 'Branding from the inside out', Business Review Weekly, Vol. 24 No.10, pp.64-66.
[12]. Papasolomou, I., & Vrontis, B. (2006), 'Using internal marketing to ignite the corporate brand', Journal of Brand Management, Vol. 14, Nos 1/2, pp.177-195.
[13]. Mitchell, C. (2002), 'Selling the brand inside', Harvard Business Review, Vol.80, No.1, pp99-105.
[14]. Mosley, R. (2007). 'Customer experience, organizational culture and the employer brand', Journal of Brand Management, Vol 15, October Issue pp.123- 134.
If you have access to this article please login to view the article or kindly login to purchase the article

Purchase Instant Access

Single Article

North Americas,UK,
Middle East,Europe
India Rest of world
USD EUR INR USD-ROW
Pdf 35 35 200 20
Online 35 35 200 15
Pdf & Online 35 35 400 25

Options for accessing this content:
  • If you would like institutional access to this content, please recommend the title to your librarian.
    Library Recommendation Form
  • If you already have i-manager's user account: Login above and proceed to purchase the article.
  • New Users: Please register, then proceed to purchase the article.