Monster India and People Matters have released the findings of Employer Branding Report (EBR) 2012. Encompassing 110 Indian organizations, the report reveals that Employer branding has become a crucial element of organizational strategy, at a time when talent acquisition and retention have become essential ingredients of business performance talent scarce market like India.
The report reveals that 52 percent of participating organizations, ranging diverse industries and sizes, understand that employer branding supports the development of the right communication to attract talent. While 60 percent of organizations believe that it develops their Employment Value Proposition (EVP), 59 percent believe it sharpens their recruitment efforts and 42 percent of them believe that it helps to realign engagement strategy.
Sanjay Modi, Managing Director, Monster.com (India/Middle East/ Southeast Asia) said, “Employer brand encapsulates an organization’s ‘value proposition’ including its culture, systems, perceptions and relationships influencing the organization engagement with current and prospective talent. The purpose of an employer brand is to promote the culture and values of working in the organization. It starts from the way the CEO himself carries the brand. Employees imbibe the way CEO conducts himself/herself which in a way defines the character of the organization.”
While organizations recognize the importance of having an employer brand, the Employer Branding Trends 2012 survey reveals that 62 percent of organizations do not have a formal brand promotion campaign. Added to that, 55 percent of organizations do not have a formal plan to launch an employer branding campaign in 2013.
