Abstract

The purpose of the study is to explore the influence of employer branding has on the recruiting and retention of employees. The word Employer branding is modern word for Human Resource Management and Marketers. Employer Branding deals with the concept of impact on attracting the expert employee performance, organisational culture and achieving competitive lead within the market. Organizations have begun to invest on the employer branding as employees are the internal customers of the firm. It’s the smoother recruitment process, employee satisfaction, employee retention and competitive advantage. The employees of all the hierarchy levels need to join their hands to achieve employer branding. Employer branding is a strategy employed by a company. It helps to form an Employer Value Proposition (EVP) that conveys desired current and prospective employees why the organization is exclusive and fantastic place to figure in currently, the overall focus of an Employer Branding research is especially targeted towards the recruiting. However, Employer Branding also necessitates branding activities to existing employees and former employees. The analysis of conceptual framework is to formulating the strategy, organising a structure and communication of the desired image and brand values. The aim of this thesis is to analyse how the attract stage of employer branding could be improved and formulate suggestion for improvement.

Key words: Employer Branding, Employee retention, recruiting, Employer Value Proposition (EVP).