Employee Branding: An Innovative Way to Transform Employees into Brand Ambassadors
Dr. Pradeep Kumar Sharma, Vandana Yadav
Employee Branding, Brand ambassadors, Employee strategies and practices
Owing to the dynamic environment, among leading and competitive organizations, acquisition and retention of the best and qualified employees has become crucial for the survival of the organization and for gaining competitive advantage over other competitive organizations. Employee branding is actually an image that the company makes of itself in the minds of employees that it is the best place to get employed at. It ensures a sense of belongingness in the people and this makes the employees play an integral role in the achievement of success. One can also introduce employee branding as one of the core values of an organization to retain the talent workforce, since employees today are different and significant. It is evident from observations that human resources are the crown resource of the organization. Within a growingly saturated labor market employment and retention of premium human resources has become the core objective of businesses and employers (Collins 2001). This has started a talent acquisition war among organizations. It is very important that firms take steps to ensure talent acquisition and its retention to become competitive. Enterprises are focused on integrating the branding principles with the strategic human resource management strategies and practices. Branding is a concept derived from marketing, and employee branding is defined as the process of applying branding principles to Strategic HRM, which is used to distinguish firms from competing firms by inviting, inspiring and engaging both potential, as well as existing employees (Backhaus and Tikoo 2004). Employee branding is focused on a firm’s individuality and uniqueness. A number of studies have concluded organization as a brand only relates to organizational characteristics that may include quality and innovativeness, etc. based on organizational values, culture, programs, and most importantly, its people. In current times, employee branding is being used as a new tactic to attract new, talented and qualified employees along with ensuring the loyalty of the existing ones. So, it is not only an employee seeking strategy, but also a strategy to ensure a trustworthy and appealing reputation of the organization (Nappa 2013). Owing to
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Unique Paper ID: 152903

Publication Volume & Issue: Volume 8, Issue 5

Page(s): 12 - 18
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