EXECUTIVE SUMMARY

This project is initiated to assess the importance of Employer Branding in the present market. The main motive of this project is to find out the whether employer branding helps in attracting and retaining the employees or not?

The project methodology involved carrying out the descriptive research. The main purpose of such studies is that of formulating a problem from more precise investigation. The main emphasize in such studies is on the discovery of ideas or insights.

In the findings it was observed that T ! " #ipro is the one of the best IT companies because it maintains the $uality% price and also it maintains good relation with its customers " with its internal employees.

&fter analyzing the data which was collected it is found that at present T ! has successfully penetrated the market. 'owever% in the future the organization may face stiff competition from other players like I()*!+!% #I,-*% and !&T+&. etc. and to handle the situation the organization needs to give more emphasis on their Employer Branding.

Chapter I
INTRODUCTION 1.1 Statement of the problem 1. Rele!an"e of the #t$%& 1.' Ob(e"t)!e*#+ of the #t$%&

Intro%$"t)on
1Employer branding is the sum total of what Employees think of an organization as an employer2 ,hat )# an emplo&er bran%&n employer brand is a collection of ideas and beliefs that influence the way current and potential employees view an organization and the employment e3perience that organization is offering. It communicates the company4s culture and values and helps to ensure employees are passionate about% and fit in with% the organizational culture to help move the company forward. The employer brand covers all associations that employees or potential employees have with the firm. This includes direct and indirect e3perience of dealing with the firm. 5ike actual product branding companies have started to invest in Employer Branding as employees are the internal customers of the firm. *rganizations around the globe are facing similar business challenges6 the difficulty of attracting talent and retaining $uality employees% a lack of employee loyalty% increased overseas competition% enhanced generational change and a shortage of skilled candidates.

In turn% companies are increasingly being forced to compete on a global scale for human resources and are struggling to understand how to position themselves and make themselves desirable to future employees.

The last bastion of competitive advantage is really% how many better people do you have than your competitors? !o it makes sense that the ne3t big thing that organizations should be focusing on is how to be better at attracting the right people% making sure you retain them and then better developing those people to deliver on your business objectives and goals. 8If your employees love working for your company and buy into your employer brand% they will be your best advertising.8 (igel Barcham% .anaging 9irector% -obert 'alf &(:. #hat is an employer brand? #hat are the major factors at play that are influencing the increased necessity for companies to develop and maintain employer brands? 'ow does an effective employer brand assist in the attraction and retention of $uality staff% particularly ;eneration +? 'ow do organizations research and develop an employer brand that delivers results? 8+ou can pretty much say that anything an organization does will influence

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how people view its employer brand% the employment e3perience that it is offering. Therefore% the corporate brand supports and enhances the employer brand. )or an employer brand to be successful% it needs to incorporate more than just an enhancement of recruitment communications or improved internal communications. It should focus on the entire employment e3perience% organizational personality% goals and values and reflect a true understanding of what motivates current employees and the candidate market.

8I think it is really a case of most organizations not recognizing the fact that a whole range of activity = from the way they communicate e3ternally to the way they communicate internally to the way they behave internally in developing an organizational culture = actually does result in brand perceptions.8 >ames #iggins% Employer Branding ,ractice .anager% T., #orldwide &ustralia. 8If you are not living the brand values internally then it is very hard to build the brand e3ternally.8 Tim ,ethick% )ounder% (udie >uice. There is a keen awareness in today4s marketplace that talented individuals have more career choice than ever before% and that finance professionals are demanding more career progression% greater salary advancement% e3citement and new challenges% and will hold their employers to account on promises and commitment. In this way employer branding is more than a rational idea% it is an emotional

relationship between an organization and its employees. Therefore% successful employer branding reflects an organization@s aspirations but is firmly based on the ability to deliver on the promise. 8If you can sell people the opportunity and show that you can deliver on that opportunity% then they are willing to take that risk and join you. ,eople are really striving for challenges and opportunities today.8 !tephen Taylor% 9irector of )inancial !upport !ervices% !miths &erospace.

1.1

Statement of the problem

This study is conducted with a special motive to find out the importance of 1Employer Branding2 in today@s competitive market scenario. 'ow an employer can be branded so that the potential employees get attracted. 'ow an employer retain its best employees in order to meet the challenges of competitive market.

 'ow to attract great talent forever is a big concern for most of the organizations in the present scenario.

1.

Rele!an"e of the #t$%&

Or.an)/at)on# 0)th a #tron. emplo&er bran% %on1t

nee% to f).ht for "an%)%ate# )n a t).ht labo$r mar2et. Employer branding is the marketing tool that delivers the benefits of any total rewards strategy. Employer branding and total rewards have a wonderfully symbiotic relationship B the more effective the branding% the greater the perceived value of any given reward component within Cor consistent withD that brand. !o when the objective is to ma3imize your organization@s e$uity by attracting%

retaining and motivating the right employees% as an employer it pays to focus on your brand. )irst% a strong employer brand helps to differentiate your organization within an increasingly competitive employment market. By earning a reputation for sustaining the same values internally as your brand promises e3ternally% or simply by creating a highly recognizable internal brand% potential employees are predisposed to give increased weight to your company@s intangibles when seeking employment or considering an offer. The other side of this positioning is that your brand as an employer serves as a talent self=selection tool. #hen an organization@s e3pectations and commitments are well articulated% there is a much greater potential for cultural fit to be appropriately self=assessed before a candidate ever presents himself. !econd% the trend to outsourcing various components of your total rewards strategy makes those rewards more generic. Employer branding is the way to differentiate them. #ithin the conte3t of a strong employer brand% individual reward components take on the attributes of the bigger picture and the whole package becomes a uni$ue offering. Third% a well=managed employer brand not only helps to define the parameters of an effective total rewards strategy% it facilitates the implementation of individual components. The objective of continually strengthening the employer brand may provide a clear indication of what

needs to be added or changed within the total rewards package. Then when it@s time to implement something new% the strength of the internal brand may greatly assist in characterizing the initiative as being of value to the employees. O$t"ome of effe"t)!e emplo&er bran%)n. Thus% Employer branding gives an organization a competitive advantage. Employer branding is a tool to attract% hire% and retain the 8right fit it also has an impact on shareholder value% creating positive human capital practices% contribute to bottom=line. !trong employer brands have employer value propositions CEG,4sD which are communicated in company actions and behaviors and evoke both emotive Ce.g. I feel good about working hereD and tangible benefits Cthis organization cares about my career developmentD for current and prospective employees. These organizations segment and communicate EG,4s which reflect the image that the organizations want to portray to its target audience. & company4s employer brand is reflected in the actions and behaviors of leaders and is affected by company policies% procedures% and practices and the same when well planned and implemented results in profitability of organizations.

1.' Ob(e"t)!e*#+ of the #t$%&

H

 To

get

the

best

employees

among

the

target

groups

that your organization intends to recruit and retain. To attract% engage and retain the potential employees forever in the organization. To improve the organizations competitive position among the target groups.

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Chapter I I
Or.an)/at)on #t$%&
.1 . .' .4 .5 .7 3rof)le of the Or.an)/at)on V)#)on of Or.an)/at)on 3ro%$"t 3rof)le S,OT Anal&#)# 6$n"t)onal Area Or.an)/at)onal Str$"t$re

//

Or.an)/at)on #t$%& .1 3rof)le of the Or.an)/at)on #I,-* *.,&(+ ,-*)I5E

#ipro Technologies is the (o./ provider of integrated business% technology and process solutions on a global delivery platform. #ipro Technologies is a global services provider delivering technology=driven business solutions that meet the strategic objectives of our clients. #ipro has <IJ K enters of E3cellence@ that create solutions around specific needs of industries. #ipro delivers unmatched business value to customers through a combination of process e3cellence% $uality frameworks and service delivery innovation. #ipro 5imited is the first , .. 5evel ? and !EI .. 5evel ? certified IT !ervices ompany globally. #ipro provides comprehensive IT solutions and services% including systems integration% information systems outsourcing% package implementation% software application development and maintenance% and research and development services to corporations globally. In the Indian market% #ipro is a leader in providing IT solutions and services for the corporate segment in India offering system integration% network integration% software solutions and IT services. #ipro also has profitable presence in niche market segments of consumer products and lighting. In the &sia ,acific and .iddle East markets% #ipro provides IT solutions and services for global corporations. #ipro4s &9!s are listed on the (ew +ork !tock E3change% and

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its e$uity shares are listed in India on the !tock E3change L .umbai and the (ational !tock E3change% among others. #ipro@s complete range of IT !ervices addresses the needs of both technology and business re$uirements to help organizations leverage leading=edge technologies for business improvement. #ipro takes charge of the IT needs of the entire enterprise. The gamut of services e3tends from Enterprise &pplication !ervices C -.% E-,% e=,rocurement and ! .D% to e=Business solutions. #ipro@s enterprise solutions have served and continue to serve clients from a range of industries including Energy and Mtilities% )inance% Telecom% and .edia and Entertainment.

#ipro@s TI! is the largest Indian IT infrastructure service provider #ipro@s Technology Infrastructure !ervices CTI!D is the largest Indian IT infrastructure service provider in terms of revenue% people and customers with more than 0II customers in M!% Europe% >apan and over A?I customers in India. It is powered by the e3pert skills of over A%?II technical specialists and state=of=the=art B! /?III certified infrastructure for operations support. & phased approach towards process standardization% process optimization and process re=engineering. #ipro B,* provides a broad range of services from customer relationship management% back office transaction processing to industry=specific solutions. The key element of services delivery is an integrated approach towards providing increasing value over the entire course of our client relationships. This involves a phased approach towards process standardization% process optimization and process re=engineering. True value

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from technology re$uires an in=depth understanding of business strategy.

Today@s businesses need partners who can talk about strategy and technology in the same conversation. &t #ipro% we believe true value from technology re$uires an in=depth understanding of business strategy. *ur cross=industry consulting services help you craft a vision for your organization and then provide a specific% practical business and technology framework that will make that vision a reality. &s product manufacturers and platform vendors across the world strive to make better products with shorter development cycles and reduced total cost of ownership% we at #ipro Technologies partner with them to provide comprehensive solutions in product lifecycle management and product realization. &t #ipro% we4ve developed a model called 8E3tended engineering8 that allows you to leverage synergies across the value chain and progress swiftly from concept to market. #e are now the world4s largest contract -"9 house for telecom% auto and electronics. #e4ve developed a model called 8E3tended Engineering2 that leverages synergies across the value chain.

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Compan& prof)le of TCS

Tata Con#$ltan"& Ser!)"e# is one of the world4s leading "omp$ter #oft0are "ompan)e#. The main focus of Tata Con#$ltan"& Ser!)"e# is on helping the .lobal or.an)/at)on# to meet their business challenges effectively and it does so with the help of its ;lobal (etwork 9elivery .odel% Innovation (etwork and !olution &ccelerators. It helps in keeping organizations updated with the new technology. The clientele of Tata Con#$ltan"& Ser!)"e# includes seven of the top ten corporations in the )ortune ?II list of the largest corporations in the Mnited !tates. The company continues to invest in processes% people and new technologies which provide a cutting edge to its customers over their competitors. #ith the help of inputs from innovation labs and academic alliances and from the e3pertise of key partners% Tata Con#$ltan"& Ser!)"e# ensures in keeping

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the client updated. The key business assets which makes TCS one the top #oft0are "ompan)e# are L = ,eople = Industry ,ractices = !ervice ,ractices = enters of E3cellence = ;lobal (etwork 9elivery .odel = 9elivery enters = &lliances = Nuality )ramework = Gision% .ission% Galues 8 Tata Con#$ltan"& Ser!)"e# also promises innovation% level of certainty in results and takes the initiatives towards corporate social responsibility. The services which TCS offers to keep its clients from .lobal or.an)/at)on# informed and to make them dynamic to change with changing market trends areO = IT !ervices = onsulting

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= Infrastructure *utsourcing = Business ,rocess *utsourcing = Engineering and Industrial !ervices = TCS also provides help to clients of various industries to ensure e3cellence in their business operations. The industries are L = .anufacturing = 5ife !cience " 'ealth are = Insurance = ;overnment = Banking " )inancial !ervices

= -etail " onsumer ;oods = Travel " 'ospitality = Telecom The company TCS is listed in (ational !tock E3change and Bombay !tock E3change in India. It comprises E<%III professionals spread across more than ?I global delivery centers. Thus% indeed TCS is one of the top #oft0are "ompan)e# in the world.

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V)#)on of Or.an)/at)on

,)pro9# V)#)on
'aving already achieved the pinnacles of process and $uality credentials Cthrough I!* HIII% !EI ..% , .. and !i3 !igmaD% #ipro4s Gision is focused on attaining leadership in the areas of business% customer and people. Business 5eadershipO &mong the top /I Information Technology !ervices companies globally and the (o./ Information Technology company in India.

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ustomer 5eadershipO The (o./ choice of customers through innovative solutions and !i3 !igma processes. ,eople 5eadershipO &mong the top /I most preferred employers globally by creating an environment of empowerment% intellectual challenge and wealth sharing. Brand 5eadershipO #ipro to be among the ? most admired brand in India.

V)#)on of TCS
T ! Gision is a leading provider of technology solutions for businesses in the greater .ilwaukee " hicago areas. #e deliver cost=effective IT services to our clients. )ocused on the uni$ue computing needs of small to mid=sized businesses C/I to 0II usersD% T ! provides a distinct advantage over competitors for IT due

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to our uni$ue blend of network " systems architecture knowledge combined with #eb development and application development e3pertise. T ! Gision can provideO = omputerP(etwork onsulting = 'ardware " !oftware ,rocurement = !trategic IT ,lanning = #eb 9esign and #eb &pplication 9evelopment

.' 3ro%$"t 3rof)le 3ro%$"t prof)le of ,)pro

#ipro provides comprehensive IT solutions and services% including systems integration, information systems outsourcing, package implementation, software application development and maintenance, and research and development services to corporations globally. In the Indian

0I

market% #ipro is a leader in providing IT solutions and services for the corporate segment in India offering system integration, network integration, software solutions and IT services. #ipro also has profitable presence in niche market segments of consumer products and lighting. In the &sia ,acific and .iddle East markets% #ipro provides IT solutions and services for global corporations.

3ro%$"t prof)le of TCS

T ! providesO = IT !ervices = onsulting = Infrastructure *utsourcing = Business ,rocess *utsourcing

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= Engineering and Industrial !ervices = TCS also provides help to clients of various industries to ensure e3cellence in their business operations. The industries are L = .anufacturing = 5ife !cience " 'ealth are = Insurance = ;overnment = Banking " )inancial !ervices = -etail " onsumer goods. = Travel " 'ospitality. = Telecom

.4 S,OT Anal&#)#

S,OT Anal&#)# of ,)pro

00

S,OT Anal&#)# of TCS

Stren.th#:
/. Its highly professionally managed IT consulting and !ervices under the belt of T&T&. onsistent no./ position for last /I years. ompany

07

0.

ompany has performed consistent year on year with weak economy

conditions of world. 7. ompany has capabilities to deliver new as well as legacy application. It is in space of services as well as products and high value chain consulting. <. It has fragmented IT services and !95 testimonial of efficient management. ?. It is the only company initiating Earned value based profit center for evaluating their performance. '55 is the first company to do so. A. IT is the only company that has survived and surprised investors with its )i3ed cost ,roject delivery model and still making phenomenal profit despite overloading the project with /I t o/? Q in terms of resources. cycle into minute grains such as

!Pw testing and grown that business to more than 0?Imillion M!9. This is the

,ea2ne##:
/. .an power strength is more than /I%III employees and thus% it is challenging to get personalized career development. 0. M might get stagnated if u don4t perform well as its company of ;* ;etters but if u performs u can get lateral as well as vertical movements.

Opport$n)t)e#:
/. ;ood for any seasoned as well as fresher@s to work here.

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0. ;ood to work on latest software technologies.

Threat#:
/. Its ;iant and shacking in terms of commercial performance is negligible.

.5 6$n"t)onal Area 6$n"t)onal Area# of ,)pro

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&erospace &utomotive Banking Business " onsumer !ervices ommunication !ervice ,roviders omputer ,eripherals omputer !oftware omputing onsumer Electronics onsumer ,ackaged ;oods Energy ;overnment 'ealthcare 'i Tech 'ospitality " 5eisure

Insurance .anufacturing .edia .edical 9evices .obile 9evices ,harmaceutical " 5ife !ciences -etail !ecurities " apital .arkets !emiconductors !torage Telecom Telecom E$uipment Transportation Mtilities

6$n"t)onal Area of TCS

T ! lin=e0e This linical Trial .anagement !olution addresses all four phases of clinical trials. & secure online environment captures electronic data and integrates sites and labs with sponsors. ,harmaceutical companies are able to create

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customized

ase -eport )orms C -)D and investigate clinical data more

effectively as they successfully monitor progress of global trial sites% reduce time and cost of clinical trials% and ensure regulatory compliance with global frameworks. .ed .antra = T ! 'ospital .anagement and Information !ystem T !4 .ed .antra is a new age hospital management solution which is set to transform the hospital management and information solution use in hospitals by shifting the focus from recording healthcare to delivering healthcare. The solution has a patient centric approach with intrinsic E.-% strong clinical focus and a full function E-, making it a comprehensive solution for the hospital. .ed .antra goes beyond hospital automation to help you achieve ,atient are and !atisfaction% ,atient 'ealth .anagement through E.-% 5ower ost of *perations% Effective 9ecision .aking% !ystems% and !tatutory ompliance. #ith this product% large and medium=sized hospitals can streamline patient care% hospital administration% ancillary services% and clinical support activities. +our health care institution can realize better administration and control% enhanced fund management% better reporting to aid strategic decision making% and improved patient care and satisfaction. T ! !ilicone &mbulatory E ; 9evice and !olution )or assessing patients $uickly and correctly to avert cardiac arrests% T ! !ilicone provides real=time monitoring of heart condition via E ; Cgraphical data in 5ead II configurationD. The information is then transmitted through any apacity Mtilization% -esource *ptimization% ,hysician and !taff ,roductivity% Integration with E3ternal

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available radio fre$uency communication channel% enabling doctors to decide the immediate course of action. It also has a built=in feature to send diagnostic alerts to a hospital through a mobile phone interface. T ! Enterprise Integration and Mtilities This product allows integration of a wide variety of functions including materials management% energy billing% energy accounting% operations and maintenance% finance% and '-. +our enterprise will be able to increase responsiveness through enterprise=wide visibility% automate billing and settlement processes% improve asset utilization% and build profitable customer relationships. T ! Bio=informatics !olution &ddress the need for accessible databases and analytical applications that sort and organize the massive amounts of data re$uired in this industry% enabling $uick distribution of critical information to researchers. This product assists drug discovery processes from target identification to lead optimization% and addresses four major functional areasO ;enomics% ,rotein .odeling and !tructural &nalysis% !imulation% and 9rug 9esign. -esearchers are assisted by se$uence analysis% genome analysis% comparative genomics% 79 modeling% 79 structure manipulations% structural analysis and simulations. ontrol Environment !olutionP Energy and

GE-I MT = .achine !imulation !oftware

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T !4 Engineering and Industrial !ervices group has been promoting GE-I MT product line in India since /HH0. GE-I MT is based ( .achine simulation software developed by alifornia= ;Tech that enables you to machine parts on the computer before

actual cutting occurs. Msing GE-I MT% manufacturers can verify the accuracy of the program before it is loaded on the machine% reducing or eliminating the need for the time =consuming manual prove=out process and minimizing material costs.

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.7 Or.an)/at)onal Str$"t$re Or.an)/at)on Str$"t$re of ,)pro

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Or.an)/at)onal Str$"t$re of TCS

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Chapter I I I
RESEARC; MET;ODO<O=Y
'.1 '.

Re!)e0 of the <)terat$re Re#ear"h

T&pe of Re#ear"h Sampl)n. Te"hn)>$e Sample S)/e Sample De#"r)pt)on '.' Data Colle"t)on In#tr$mentat)on Te"hn)>$e Colle"t)on of Data Soft0are $#e% for Data Colle"t)on

70

'.1 Re!)e0 of the <)terat$re

To give a complete shape of the dissertation project report% the researcher has referred through followingO=

,eb#)te#:
www.google.com www.managemantparadise.com www.wikipedia.org www.wipro.com www.tcs.com

6)n%)n.#: 8 project

-esearcher used these websites to get !ome data which relates to dissertation topic and also.

77

'.

RESEARC;

T&pe of Re#ear"h
It is a descriptive type of research. The main purpose of such studies is that of formulating a problem from more precise investigation. The main emphasize in such studies is on the discovery of ideas or insights.

Sampl)n. Te"hn)>$e
Non probab)l)t& #ampl)n. te"hn)>$e which means each element in the population does not have an e$ual chance of getting selected.

Sample S)/e
There were ?@ re#pon%ent#.

Sample De#"r)pt)on
The study was mainly based on the Employee Branding of T ! " #ipro.

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'.' DATA CO<<ECTION In#tr$mentat)on Te"hn)>$e

The research approach was used survey method which is a widely used method for data collection and best suited for descriptive type of research survey includes re#ear"h )n#tr$ment like >$e#t)onna)re which can be structured and unstructured. Target population is well identified and various methods like personal interviews and telephone interviews are employed. )or collecting secondary data various relevant books and websites were referred.

Colle"t)on of Data
-esearch included gathering both primary and secondary data. 3r)mar& %ata is the first hand data% which are selected a fresh and thus happen to be original in character. ,rimary 9ata was crucial to know various potential employees views about the necessity of employer branding. Se"on%ar& %ata are those which have been collected by someone else and which already have been passed through statistical process. !econdary data has been taken from internet% newspaper% magazines and companies web sites.

Soft0are $#e% for Data Anal&#)#

)irst of all data was collected using the $uestionnaire and analysis of data was done by using M)"ro#oft EA"el. In this way it was possible to analysis the whole data to get the market potentiality of ement Industry.

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Chapter IV
3re#entat)on of %ata
4.1 Anal&#)# an% Interpretat)on 4. 6)n%)n.# 4.' <)m)tat)on#

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3re#entat)on of %ata
4.1 Anal&#)# an% Interpretat)on
1. This chart shows the preferred brand in the eyes of the potential employees.

Interpretat)on: 'ere T ! takes the preferred employer brand with A?Q of potential employees choice whereas #ipro has 7?Q of employees choice.

. This chart indicates how a brand name affect the decision making process of a new employee while joining an organization.

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Interpretat)on: 'ere HIQ potential employees say Kbrand name@ affects their decision " /IQ says otherwise. '. This chart shows the importance of branding an organization in the eyes of potential employees.

Interpretat)on: 'ere it is found that <?Q of potential employees want Kall of these@% whereas 7?Q employees prefer high salary% /EQ prefer career growth " 7Q prefer employee retention.

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4. This chart shows the perception of employees regarding employer branding L whether it helps in attracting " retaining employees in the organization or not.

Interpretat)on: 'ere I found H?Q of the potential employees perceive positively " other ?Q thinks otherwise. 5. This chart shows the views of the potential employees about the campus recruitment process of an organization " whether it helps in employer branding or not.

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Interpretat)on: It is found that F?Q thinks that it helps but /?Q thinks otherwise.

A. This chart shows whether post=recruitment process Cinduction% training% etc.D helps in employer branding process or not according to the potential employees.

Interpretat)on: 'ere it is found that EIQ thinks it helps% 0IQ thinks it doesn@t and /IQ says they can@t say. B. This chart shows the perception of the potential employees when a branded company visits a sub=standard CnewD institute for campus recruitment6 whether it affects the brand image of the organization.

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Interpretat)on: 'ere I found 7?Q each says both yes and no% 0?Q says to an e3tent and ?Q says they can@t say anything.

?. This chart shows the importance of employee satisfaction to become a no. one choice of potential employees as the objective of employer branding.

Interpretat)on: 'ere it is found that /IIQ potential employees think that it is very much important to satisfy employees of the organization to attract new ones and retain the older ones in the organization.

</

C. This chart shows the perception of potential employees about the importance of organizational culture% effective communication and moment of truth in the process of employer brand building.

Interpretat)on: 'ere it is found that F?Q thought that it is very important% /IQ thought otherwise and the rest can@t say anything.

1@. This chart shows the opinion of the potential employees in spending huge amount on celebrities to hire them as a Brand &mbassador to promote the brand.

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Interpretat)on: here I found that ?<Q potential employees thought that though it takes huge amount but it also helps the organization to achieve its goal as an employer to establish itself as a Brand. But <AQ thought it can possible also without Brand &mbassador.

4.

6)n%)n.#

I found that to get the best employees in the target market% employer needs to do the following to Brand its organization. Employer needs to understandO Today@s employees want. The most talented employees want. Employees in your particular industry want. Employees from the demographics you hire want. Employees from the various fields and job positions you hire want.

Employee satisfaction is the most important factor in employer branding. Indian employees are found more fre$uent in shifting from one job to another.

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4.' <)m)tat)on#
Time was less for interviewing the potential employees regarding 1Employer Branding2. .any of the potential employees were not clear about the concept of 1Employer Branding2. There were few who did not give any answer to $uestions asked to them. There were few who listen first time about 1Employer Branding2 from me. I have to describe them about what 1Employer Branding2 is all about before ask the $uestions. &s the potential employees are preferably engineering graduates found less interested in the topic 1Employer Branding2

<<

Chapter 8 V
S$mmar& an% "on"l$#)on
5.1 S$..e#t)on 5. Con"l$#)on

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S$mmar& an% "on"l$#)on

5.1 S$..e#t)on
Employer needs to give more importance on 1moment of truth2 to improve their Employer Branding. Employer needs to provide certain facilities Cschools% medical% drinking water etc.D to the society. Employer needs to maintain its moral% ethics and responsibilities towards environment% society as well as country as a citizen of this country. Try to create personal touch with employees by giving them rewards in the occasion of company@s success.

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 !ponsor some events that can reach your message you want to give to your target group. The most powerful tool is word=of=mouth by using employees as &mbassadors of the company. Employer can use the web wisely to reach the target segment and provide information about the company which ultimately helps in branding.

5. CONC<USION
Thus it can be concluded that not only there is a need of creating a satisfaction in minds of employees CInternal customersD but there is an urgent need of creating this positivism in the minds If e3ternal customers and stakeholders. The created image has to be monitored and sustained in such a way so that it will help in increasing profits as well as would create belongingness% pride% self actualization and true commitment in true words and spirit.

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AnneA$re
D)bl)o.raph& ,eb#)te#:
www.google.com www.managemantparadise.com www.wikipedia.org www.wipro.com www.tcs.com

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E$e#t)onna)re
/. &s a potential employee which is the most preferred brand name among these two brands? T&T& onsultancy !ervices R +es R S (o R S S #ipro R S S &ll of these R S 0. 9ose the brand name affects your decision making while joining an organization? can@t say R 7. #hy do you choose a branded organization to work with? Employee retention R S 'igh salary R S Better career growth R S <. &s a potential employee do you think that employer branding helps the organization in attracting " retaining best available talent? +es R S (o R S can@t say R S

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?. 9o you think campus recruitment process of an organization helps in branding their organization? +es R S (o R S can@t say R S A. 9o you think the post=recruitment process like induction% training etc. helps in Employer building? +es R S (o R S can@t say R S E. 9o you think if a branded organization visits a sub=standard CnewD institute for campus recruitment6 it will affect the image of the employer brand? +es R S (o R S To an e3tent R S can@t say R S F. 9o you think as in the case of product branding customer satisfaction plays a major role likewise employee satisfaction plays a major role in employer branding? +es R S (o R S can@t say R S H. 9o you think the fare practice of Korganizational culture@% Kmoment of truth@ " effective communication among different levels Chigher% middle " lowerD of organization structure helps differentiate particular organization from others Cbrand wiseD? +es R S (o R S can@t say R S /I. Is it necessary to e3pense highly on Brand &mbassador to become a successful 1employer brand2? +es R S (o R S can@t say R S

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