1. A STUDY ON “EMPLOYER BRANDING STRATEGIES” TO
RETAIN TALENTED EMPLOYEES IN PROFESSIONAL
ENGINEERING COLLEGES OF A.P, WITH SPECIAL
REFERENCE TO GUNTUR DISTRICT.
The presentation given on the PhD admissions Interview on 30-11-2015
Register No: 15540
Department of Commerce and Business Management
JNTU Kakinada
Puttu Guru Prasad
Asst. Professor
VVIT
Numbur, Guntur
puttuvvit@gmail.com, pgp4149@gmail.com, cell-93 94 96 98 98
2. EMPLOYER BRANDING
• Introduction:
• Employer branding is defined as a targeted long term
strategy to manage awareness and perceptions of
employees, potential employees and related stakeholders
with regards to a particular firm (Sullivian, 2004).
• According to Barrow and Mosley (2005), employer branding is
used not only to transfer the message of the personality of a
company as an employer of choice, but it also has been used
to adapt the tools and techniques usually used to motivate
and engage employees. Like a consumer brand, it is an
emotional relationship between an employer and employee.
3. EMPLOYER BRANDING
• It is the package of functional, economic and
psychological benefits provided by employment,
and identified with the employing company.
• It conveys the "value proposition" the totality of
the organization’s culture, systems, attitudes,
and employee relationship along with
encouraging employees to embrace and share
goals for success, productivity, and satisfaction
both on personal and professional levels
4. EMPLOYER BRANDING
• With the continued influx of multinational
corporations in India—as well as expansion of Indian
corporations beyond their own borders—the
opportunities for India to contribute to the world
economy have significantly increased, with the
likelihood of favorable outcomes for “Brand India” in
the domestic and international markets.
• Employer branding closely relies on marketing
concepts for highlighting the positioning of a
company as an employer. The ‘customer’ here is the
‘employee/potential employee’.
5. Conceptual and Theoretical
foundation of Employer Brand Building
• Employer branding is the process to communicate an
organization's culture as an employer in the marketplace. An
employer brand is the sum of all the characteristics and
distinguishable features that prospective candidates and
current employees perceive about an organization’s
employment experience.
• The employment experience serves as the foundation of the
employer brand and includes tangible features such as salary,
rewards and benefits, but also extends to intangibles such as
an organization’s culture, values, management style and
opportunities for employee learning, development and
recognition
6. Components of Employer Branding
• There are five components that make a good
employer brand:
1. Product brand strength.
2. Company culture and environment.
3. Work life balance.
4. Work environment.
5. Compensations and beliefs (job offer made to an
employee).
7. External Branding
• Every organization has an external brand and
an internal brand. The external brand is the
image that an organization projects to the
customers, suppliers, investors, and the
public.
8. Internal Branding
• The internal brand is the image of the
employers to the employees. When properly
planned and executed, an employer branding
initiative can generate lively dialogue between
an employer and its employees, build a
rationale for a 'mutual working arrangement',
and establish compelling reasons to commit
to the arrangement.
9. Employer Branding Model
BRAND
External
Model
Use of job sites
Banners
Org Seminars
Presentations
CSR
Public events
Newspapers
Emails and
Social Media
Internal
Model
Front office
Stays interviews
Exit interviews
Employee satisfaction
Policy formulation
Customer orientation
Employee participation
Trained employees
10. Effective Employer Branding Strategies
1.TRM Strategy:- Applying the Best Talent
Relation Management to Attract and Retain
the Knowledge based work force.
2.QCS Strategy :- Provide Quality Customer
Service to develop brand equity and loyalty.
3.RIB Strategy :- Develop a Recognized ICON
Branding through efficient brand positioning.
11. Effective Employer Branding Strategies
4.EOC Strategy :- Create the Employer of the
Choice for new generation Y employees.
5.CCV Strategy :- Establish Core Corporate
Values to make the employees to be ethical
and moral in professional employment.
6.EVP Strategy:- Map Strong Employment Value
Preposition for the experienced as well as new
entrants in professional field.
12. Employer Branding in India
• A successful employer branding strategy can
have a far reaching impact in increasing the
number and quality of applicants. With
companies like Infosys, TCS, Tata Steel, CEAT
figuring prominently in establishing their
brand as a best place for working and also
attracting the best talents across the world,
one can safely surmise that wooing talent is
the new battle to be fought.
13. Employer branding Strategies: Infosys
• Infosys has developed an innovative workforce –
management strategy – the Global Talent Program.
This is the largest sustained effort by any company to
recruit from campuses outside of India and develop
the skills of a global workforce through training
assignments in India.
• After training, the trained personnel are deployed by
Infosys in their home countries. Increased profitability,
reduced cost, increased market share, improved
customer service, higher stock value, increased
productivity and higher retention rates led to the
winning the ‘Optimas’ Award in the GLOBAL outlook
category for 2007.
14. Employer branding Strategies:
Tata Consultancy Services (TCS)
• The work environment at TCS is built around
the belief of growth beyond boundaries. Some
of the critical elements that define the work
culture of TCS are
• Global Exposure,
• Cross Domain Experience,
• and Work Life Balance.
15. Employer Branding Strategies :
Tata Steel
• The Tata Steel group believes that people are its
key assets and value creation for the company
depends principally on their professional and
personal wellbeing.
• Adhering to the adage “successful individuals
create a successful team”, Tata Steel has always
given priority to the people, encouraging them to
take initiatives and look beyond the obvious. The
organization provides a fertile ground for the
personal and individual growth of each member
in its large and multicultural family.
16. Review of Literature
• First approach of employer branding studies starts just from
brand. The role of brand is fundamental because of its
capability to create differentiation among products and
mostly firms, generating awareness and loyalty (Della Corte,
Piras, Zamparelli, 2010).
• Particularly, the first point to clarify is that, although the
literature is not yet extensive, the concept of employer
branding has received much attention in recent years
(Lievens et al., 2007).
• The brand becomes the expression of the entire corporate
image ( Laforet, Saunders, 2005), of its vision and mission, of
organizational identity (internal and external set of values,
culture) and reputation.
17. Research Gap
• From the review of literature it is understood
that Employer Branding is a new phenomenon
in Indian scenario. The following conclusions are
drawn:
• Very few studies made an attempt to present the
impact of Employer Branding strategies on
Employee acquisition and retention process.
• The studies at micro level or metro level are also
few in numbers and could not make much
contribution to the study of the Employer
Branding effect in India.
18. Need for the study
• Today, an effective employer brand is
essential for gaining competitive advantage.
Increasingly, Indian corporations are
becoming intentionally strategic to utilize the
employer brand to attract and retain talent
for the expansion and growth.
• The increasing focus on competitive
advantage is leading many Indian firms to
rethink their employer brands.
19. Objective of the Study
• The key objective of the study is to Create and
Establish an Effective Employer Branding Strategies
for Attracting, Acquiring ,Training and Retaining talent
faculties or employees in the professional engineering
colleges, Private, Deemed and Foreign universities in
India are given below:
1. How to Attract and Retain the Best Talent (TRM strategy)
2. How to Give Quality Customer Service (QCS strategy )
3. How to Develop a Recognized Icon Branding (RIB strategy )
4. How to Create the Employer of the Choice (EOC strategy )
5. How to Establish Core Corporate Values (CCV strategy)
6. How to Map Strong Employment Value Preposition (EVP strategy)
20. Scope of the study
• The present study is being carried out on the
impact of Employer Branding Strategies to
Attract, Acquire, Train and Retain the
talented employees.
• The area of the study is restricted to
Professional JNTU K affiliated Engineering
colleges and A.N.U affiliated Engineering
colleges located in Guntur District.
21. SIGNIFICANCE OF THE STUDY
• The present study is useful to the policy makers
to make necessary changes in policies relating to
employer branding strategies.
• The present study is also useful to academicians
and other scholars to make further insights into
the details of other related topics of the study.
• These types of studies are also useful to all the
key players in the professional Engineering
colleges as well as deemed and foreign
universities in India.
22. RESEARCH METHODOLOGY
• Based on the objectives and nature of the problem, the
required data for the study will be collected both from
Primary and Secondary sources.
• Selection of Sample
To execute the study a sample of 300 Employees and
Employers from Guntur district will be taken, through
convenience sampling method.
• Data Analysis:
ANOVA (Analysis of Variance) and Correlation coefficient Test
tools will be used to assess the variability of Employers views.
The analyzed data will be presented through tables, bar-
charts and pie diagrams.
23. PRESENTATION OF THE STUDY
• The study will be presented in five chapters as:
• In the First chapter consists of conceptual frame work of Employer
Branding scenario in the context of Globalization, Liberalization and
Privatization.
• The Second chapter discusses the Employer’s preferences and
perceptions about employer branding and the factors that impact
employee acquisition and retention in the context of I P R’s.
• The Third chapter speaks about methodology of the present study,
regarding sources of the data collection, techniques used to collect
the data and process of data analysis is will be presented in chapter
three.
• The Fourth chapter covers the analysis part, i.e., Employer branding
strategies and their effectiveness and efficiency.
• In the Fifth or last chapter focus on findings, suggestions and
conclusion of the study will be presented.
24. A STUDY ON “EMPLOYER BRANDING STRATEGIES”
TO RETAIN TALENTED EMPLOYEES IN PROFESSIONAL
ENGINEERING COLLEGES OF A.P, WITH SPECIAL
REFERENCE TO GUNTUR DISTRICT.
Thanking you sir
Puttu Guru Prasad
Asst. Professor
VVIT
Numbur, Guntur
puttuvvit@gmail.com, pgp4149@gmail.com, cell-93 94 96 98 98
