Employer branding: HRD indicators and branding practices
Human Resource Management International Digest
ISSN: 0967-0734
Article publication date: 18 September 2021
Issue publication date: 22 October 2021
Abstract
Purpose
The purpose of this study is to examine the views of HR managers on employer branding activities and their implementation.
Design/methodology/approach
Data was gathered from an HR expert from each of three multinational companies located in India. In-depth, semi-structured interviews were carried out either face-to-face or by telephone and responses were analyzed into identified themes using a content analysis technique.
Findings
The key success criteria from the discussions are themed as meaningfulness and visibility, employer brand awareness and differentiator and HRD parameters.
Practical implications
Organizations should be aware of and address the issues of communication breakdown, strategic mismatch, long-term disconnects and sustained success in relation to the employer branding process.
Originality/value
This paper has an original approach in considering the relationship between HRD indicators and employer branding.
Keywords
Citation
(2021), "Employer branding: HRD indicators and branding practices", Human Resource Management International Digest, Vol. 29 No. 7, pp. 4-6. https://doi.org/10.1108/HRMID-03-2021-0054
Publisher
:Emerald Publishing Limited
Copyright © 2021, Emerald Publishing Limited