In a report launched by Monster India and People Matters (a leading knowledge and media platform in the Human Resources space) revealed that 60% CEOs feel that employer branding is a critical element of employee value proposition. This is happening at a time when talent acquisition and retention have become important elements of talent scarce market.
The report was launched encompassing 110 Indian organisations. While organizations recognize the importance of having an employer brand, the Employer Branding Trends 2012 survey reveals that 62% of organizations do not have a formal brand promotion campaign. Added to that, 55% of organizations do not have a formal plan to launch an employer branding campaign in 2013.
Such findings indicate a dichotomy within organizations who understand the importance of employer branding, but have not put in place systems to implement it.
Sanjay Modi, Managing Director, Monster.com (India/Middle East/ Southeast Asia) says the purpose of an employer brand is to promote the culture and values of working in the organization. “Today Indian companies are battling problems related to skills shortage, perceptional image of an organization or occupation as well as attitudes of young workforce who are constantly torn between organizational loyalty and career progression.”
The report further elaborates that, 52% of participating organizations, ranging diverse industries and sizes, understand that employer branding supports the development of the right communication to attract talent. Whereas 59% believe it sharpens their recruitment efforts and 42% of them believe that it helps to realign engagement strategy.
