According to American Marketing Association (Aurand et al. 2005) and Keller (2008), a brand is a consequence of creating a new name, logo, symbol, design, or a combination of them for a new product. A brand is structured by brand attributes, which differentiate one brand from another brand. The establishment of a brand would generate the values of awareness, reputation, and prominence in the marketplace. The objective of those elements is to identify the goods and services and to distinguish them from the competitors. Aaker (1991) further points out that a brand would protect the product from being identically produced by the competitors. Corporate brand, argued by Uggla (2006), however, „can be much more multidimensional by their ideology.‟
Balmer and Gray (2003) refer this multidimensional aspect as people, values, practices, and processes. Unlike branding in its general understanding, where customer-based images are focused, corporate branding, according to Hatch and Schultz (2008), contributes to the images of the whole organization and all its stakeholders including employees, customers, investors, suppliers, etc. Therefore, every activity of the organization regardless of time or level is considerably influenced by the corporate brand. while from the customer perspective, brand equity is the subjective and intangible assessment of customers towards the Product brand, from the Employees perspective it is the unique value proposition provided by the firm to its employees as part of compensation and other employment benefits known to be Employee Value Proposition or EVP.
Thus, the clear connection between corporate branding to Product Branding, and employer branding as they both serve as the instrument to convey the organization’s message to different key stakeholders to the firm. In this way, employer branding falls under the umbrella of corporate branding, and employer branding strategy should be associated with corporate branding strategy.
The objective is not only to offer these tangible benefits, but to also develop an emotional link with them. A strong employer brand should connect an organization‟s values, people strategy, and HR policies and be linked to the company brand. The employer branding is focused on building the brand name of the employer on the job market. A company‟s Brand Value states it‟s promises not only to the customers but to the employees serving the organization as well.
Thus, the rationale behind employer branding is the presence of a positive image of the organization as an employer that have a positive impact on organizational productivity and profitability. Exhibit1.1 below depicts this indirect correlation between employer branding and organizational profitability.
For citing this article use:
- Mukhopadhyay, I. (2021). Employer Branding in Digital Economy a study in ITes sector in India.