A Comprehensive Framework for Implementing an Effective Employer Brand Strategy

Deepa R and Rupashree Baral

Global Business Review, 2017, vol. 18, issue 3_suppl, S75-S94

Abstract: Employer brand strategy design and implementation are crucial for any organization, given the challenge of talent attraction and retention. Employer branding creates a sustainable relationship between an organization and its potential and existing employees by creating values for individuals, organization and the society at large. The primary objective of this study was to evaluate the feasibility of using a Business Model Canvas (BMC) template to map the employer brand strategy of an organization. The second objective was to use a survey research to map the elements of BMC such as value propositions and communication channels for the target employees who were the prospective talent pool. Other elements of BMC were explained based on the understanding of employer branding practices in Indian organizations.

Keywords: Employer branding; brand strategy; framework; survey; Business Model Canvas (BMC) (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:sae:globus:v:18:y:2017:i:3_suppl:p:s75-s94

DOI: 10.1177/0972150917693152

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