Research Review ON

06-07-2017
Committee
PUTTU GURU PRASAD
Roll No.15022PC0M01
Research Scholar
Department of Commerce(SMS)
Jawaharlal Nehru Technological University
Kakinada
SUPERVISOR

Dr. M.S.Narayana,
Professor & HOD,
Department of MBA,
Narasaraopet Engineering College,
Narasaraopet. Guntur (D.t)
Contact No. 9441128754,
E-mail: dr.srinivasanarayan@gmail.com
CO-SUPERVISOR

Dr. P. Vijay Kumar,

Director,
School of Management Studies,
JNT University, Kakinada,
Kakinada.
Contact no. 9618845555
E-mail: padishalavk@yahoo.co.in
Progress of Research Work

Participated in JNTUK UCEV, sponsored Two-

Day National Workshop on Capacity Building on
Research Methodology for Faculty members
and Research Scholars
Preparing for Pre-P.h.D examinations and
awaiting for notification.
Doing literature survey and collecting
research papers on Employer Branding
Strategies.
Progress of Research Work

Studying Employer Branding Strategies in

Magazines available on line and from some
reputed literature .
Participating in Seminars conducted in
various Management Institutions.
Attended workshop on Basic Business
research methods conducted by Vignan
University MBA Department.
Research Area

Human Resource
and
Marketing
Research Topic

A study on Employer Branding

Strategies to retain Talented
Employees in Professional
Engineering Colleges of AP with
Special Reference to Guntur
District
 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.
EMPLOYER BRANDING
EMPLOYER BRANDING
EMPLOYER BRANDING
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 organizations 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
 EMPLOYER BRANDING
With the continued influx of multinational
corporations in Indiaas well as expansion of
Indian corporations beyond their own bordersthe
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.
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 organizations 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 organizations culture, values,
management style and opportunities for employee
learning, development and recognition
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).
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.
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.
Employer Branding Model

BRAND

External Internal
Model Model
Use of job sites Front office
Banners Stays interviews
Org Seminars Exit interviews
Presentations Employee satisfaction
CSR Policy formulation
Public events Employee orientation
Newspapers Employee
Emails and participation
Social Media Trained employees
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.
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.
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.
 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.
Employer branding Strategies:
Tata Consultancy Services
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.
 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.
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.
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.
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.
 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)
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.
 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.
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.
 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 Employers
preferences and perceptions about employer
branding and the factors that impact employee
acquisition and retention in the context of
I P Rs.
 PRESENTATION OF THE STUDY

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.
Thanking you sir
A STUDY ON
EMPLOYER BRANDING STRATEGIES
TO RETAIN TALENTED EMPLOYEES IN PROFESSIONAL
ENGINEERING COLLEGES OF A.P, WITH SPECIAL
REFERENCE TO GUNTUR DISTRICT
Puttu Guru Prasad
Asst. Professor
VVIT
Numbur, Guntur
puttuvvit@gmail.com, pgp4149@gmail.com, cell-93 94 96 98 98
End of the Presentation