Impact of HR Factors on Employer Branding: An Empirical Study

Abstract

In today's era of globalization and competition, the demand for qualified working capacity is increasing faster than the offering. As competition in the labor market has intensified, companies have shown an ever increasing interest in strategies to differentiate themselves and thus to establish them as a brand in the market. Strong demand for specific skills, in addition to ever tighter labor markets generally, is making it much more difficult both to retain current employees and to recruit new employees. The fact is that when well-educated and talented people are becoming hard to find, recruiting and retaining personnel becomes an important issue. This paper primarily aims at determining the important factors which lead to the creation of effective employer brand. Another objective of this paper is to find out the extent to which of these factors are affecting employer branding. Hypothesis have been formulated to explain the impact of factors on employer branding. Simple statistical tools like correlation coefficient are also used. Findings of this paper revealed that the identified factors are positively related to employer branding. Further it has also been found out that the employees wish to stay in those organizations which are distinguishable from their competitors and have established them as a brand. Employees tend to exhibit more commitment and loyalty towards such type of organizations.