Employer Branding and HRM: An Exploratory Study

By Mousumi Sengupta and Nilanjan Sengupta.

Published by The Organization Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

In previous years, the four P's (product, price, position, and promotion) were used by organizations to promote their products and services as unique in comparison to their competitors. However, today, with the help of advanced technology, innovation and communication system, competitors can actually emulate and reproduce the products with similar features, pricing, and positioning, in virtually, no time. Most organizations have started realizing that, it is not enough to promote only the product and service brand to attract and retain customers, the overall “corporate brand” of the companies also needs to be projected to the customers. In view of this, companies require to develop an “employer brand” with a workforce that understands the customer service distinction, a culture that helps the employees ‘live’ the corporate brand and the policies and strategies that exemplify or empower the brand values of the company. In this exploratory paper, an effort is made to investigate how HRM policies and practices can help an organization to build the innovative culture for facilitating employer brand value, which in turn, becomes the company’s unique selling proposition (USP). The paper also outlines an integrated model of HRM and employer brand interface and forwards a number of corporate illustrations about the employer branding.

Keywords: Employer Branding, Culture, HRM, Corporate Branding

International Journal of Knowledge, Culture and Change Management, Volume 8, Issue 1, pp.175-188. Article: Print (Spiral Bound). Article: Electronic (PDF File; 941.343KB).

Dr. Mousumi Sengupta

Professor, PGDM Department, IFIM Business School, Bangalore, Kanataka, India

She is the Chairperson – Centre for Research, Editor – “Focus”, International Management Digest and a full-time faculty in the area of Organizational Behavior and Human Resource Management in IFIM. She has industry exposure both in India and abroad. Prior to coming to the IFIM, she was associated with Indian Institute of Social Welfare and business management (IISWBM), Kolkata, IMT, Amrita Viswavidyapeetham, International Institute of Information Technology Pune, Bharatiya Vidya Bhavan, Aukland University New Zealand, Dominican University US, both as a full time faculty and external resource person. She has published 3 management books, published more than 30 papers in national and international journals, presented papers in more than 15 national and international conferences. She has experience in conducting a number of Management Development Programs and Executive Development Programs for Government and non-government organizations.

Dr. Nilanjan Sengupta

Professor, PG Program in Management, IFIM Business School, Bangalore, Karnataka, India

He is currently working as Professor & Head HR and OB Group at IFIM Business School, Bangalore. He is also Chairperson for CEP/MDP cell at the Institute. He has more than 15 years of working experience. He has worked as a teacher, trainer, researcher and management consultant in national and international level institutions like, NIBM, EDII, IMT Amrita Business School, and Alliance Business School. He has also consulted with bodies like The World Bank, E.C. and IFAD (Rome) and OXFAM (India) in number of international and national projects in the development and management oriented sectors. He has published four books in the areas of management and social sciences, respectively and have written around 30 papers for national and international journals, conferences and seminars. He has chaired sessions in national and international conferences and seminars.

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