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Volume : II, Issue : XII, January - 2013 EMPLOYER BRANDING: A STRATEGIC TOOL TO ATTRACT AND RETAIN TALENTS IN A COMPETITIVE ENVIRONMENT WAGHAMARE SHIVAJI , SHIVASHANKAR.S., SHESHRAO MARUTI AND RESHMA.S Published By : Laxmi Book Publication Abstract : Employer branding is a targeted long-term strategy to manager awareness and
perceptions of employees, potential employees and related stakeholders with regards to
a particular firm. It is very popular concept with HR professionals, branding
consultants and market researchers in the recent past, while attracting the right talent
and retaining them becomes a critical aspect for business success. The liberalization of
the Indian economy the economic reforms Indian companies are becoming
internationally strategic to utilize the employer brand to attract and retain talent which
leads to expand and growth of the business. 'Employer Branding' is also very prominent
in the Human Resource Management (HRM) point of view and acts as one of the
communication magic tools for acquiring and retaining the talent in this fast changing
technological era, it also ensure the employees commitment, loyalty, advocacy and
satisfaction. This paper deals with conditions of employer brand and examine the
process of employer branding, benefits of employer branding. Finally, it focuses on
concepts of employer branding used for attracting and retain the talent pool. Keywords : Article : Cite This Article : WAGHAMARE SHIVAJI , SHIVASHANKAR.S., SHESHRAO MARUTI AND RESHMA.S, (2013). EMPLOYER BRANDING: A STRATEGIC TOOL TO ATTRACT AND RETAIN TALENTS IN A COMPETITIVE ENVIRONMENT. Indian Streams Research Journal, Vol. II, Issue. XII, http://oldisrj.lbp.world/UploadedData/1923.pdf References : - Sumanta Dutta: “Employer Branding: A Strategic initiative”, SAJMMR, published by South Asian Academic Research Journals, Vol. 1, Issue 3; Dec 2011; pp: 73-80.
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- Dr.Marilyn Manning: “How to Attract and Retain Top Talent”, Building an Attractive Company Culture; June-1998.
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