Abstract:
This research explores how human resource practitioners understand the concept of
Employer Branding (EB) and factors fostering Employer brand internally in
organizations. While reviewing the literature of EB, it has been noted that most of the
research has considered the “recruitment” aspect of EB and focused on the perceptions
of potential employees. Since there is a difference between the perceptions of current and
potential employees regarding their organizational brand, it would be interesting to
investigate the human resource practitioners for understanding their beliefs and
perceptions of employer branding to identify whether an EB helps the firm in retaining
the best among its employees. Using qualitative research methodology, I have conducted
in-depth, in-person interviews with 15 Human resource practitioners representing diverse
industries. The study's findings were derived from the thematical analysis and indicated
that most of the participants were adequately aware of what Employer branding is and
that they tend to boost employer branding in several ways. The participants also
commonly identified autonomy in their job, Reputation, job orientation, power of
communication, participative management, employee enculturation and socialization,
two-way communication, role modelling and Decision making authority as internal
brand-boosting factors. This study identified several insightful remarks to be further
researched in Employer branding.
