Employer Branding – Potential in

Crisis
Abstract
Employer Branding is defined as the sum total of the company’s efforts to communicate to
existing and prospective staff what makes it a desirable place to work. In other words employer
branding is one of the most commonly quoted buzzword in the war for the top talent.

Employer Brand Proposition

As for consumer brands, effective employer branding and brand management requires a clear
Employer Brand proposition, also regularly referred to as an Employer value proposition or
Employee value proposition (EVP). This serves to define what the organization would most like
to be associated with as an employer; highlight the attributes that differentiate the organization
from other employers; and clarify the ‘give and get’ of the employment deal (balancing the value
that employees are expected to contribute with the value from employment that they can expect
in return). This latter aspect of the employer brand proposition is often referred to in the HR
literature as the ‘psychological contract’.

Employer Brand Management

expands the scope of this brand intervention beyond communication to incorporate every aspect
of the employment experience, and the people management processes and practices (often
referred to as touch points) that shape up the perceptions of existing and prospective employees.
In other words it addresses the reality of employment experience and not simply its presentation.
By doing so, it supports External Recruitment of the right kind of talent sought by the
organization to achieve its goals, and the subsequent desire for employee engagement and
employee retention.

Present market share:

10 best Business Process Outsourcing (BPO) firms to work for in India.
1. Genpact
2. WNS Global
3. IBM Daksh  
4. Aditya Birla Minacs 
5. TCS BPO
6. Wipro BPO 
 7. First Source 
8. Infosys BPO
9. HCL BPO
10. EXL Service Holdings

Methodology:
1. Primary data collection – source questionnaire and employee and student survey ( direct
interaction through interviews)
2. Analysis of the data collected through usage of various statistical analysis tool like factor
analysis and linear discriminant analysis.
3. Major outcomes from the analysis.

The primary task of employer branding is to strategically position a company as an attractive

employer in the long term,both for the potential and existing employees. The key objective is
not to design new employment ads, butrather to develop a srategic employer brand that finds
expression at all points of contact – both visually and content.

Objective:
To study the insight of changing perspective of prospective employees. The current strategies
used for its positioning and what deviations are required to differentiate itself from others. Core
competencies of Infosys is basically its values on which thrive, due to which people cherish and
relate them to Infosys; Thus how to leverage the current market when big companies are
planning to move to parts like Latin America leaving aside the available skilled talent pool of
asian market.

The main examination of the subject : task, relevance, process and success factors.