Employer branding: HRD indicators and branding practices

Abstract

Purpose

The purpose of this study is to examine the views of HR managers on employer branding activities and their implementation.

Design/methodology/approach

Data was gathered from an HR expert from each of three multinational companies located in India. In-depth, semi-structured interviews were carried out either face-to-face or by telephone and responses were analyzed into identified themes using a content analysis technique.

Findings

The key success criteria from the discussions are themed as meaningfulness and visibility, employer brand awareness and differentiator and HRD parameters.

Practical implications

Organizations should be aware of and address the issues of communication breakdown, strategic mismatch, long-term disconnects and sustained success in relation to the employer branding process.

Originality/value

This paper has an original approach in considering the relationship between HRD indicators and employer branding.

Citation

(2021), "Employer branding: HRD indicators and branding practices", Human Resource Management International Digest, Vol. 29 No. 7, pp. 4-6. https://doi.org/10.1108/HRMID-03-2021-0054