Employer Branding: A Decisive Means of Employee Relationship Management

The interest in employer branding has increased tremendously over last few decades among practioners and academicians. Organisations have identified employer branding as an important tool for attracting and retaining a talented workforce. It has moved into the heart of the board room and has become a significant strategy for the endurance and sustainability of the organisation in this competitive market. Employer branding has the potential of building relationships across the organisation, but academic works in this area are very limited and little is known about the relationship outcomes of employer branding. Given the relatively recent origin of the concept itself, intention of this article is to get an understanding of employer branding on a broader spectrum and to predict how the relationships are established. The article extensively reviews available literature and delineates major outcomes of it. It also further discusses future implications for researchers in the area of employer branding.