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Research Paper | Management | India | Volume 5 Issue 6, June 2016
Employee Branding ? Becoming a New Mantra for Employee Engagement
Dr. D. K. Ghosh [2] | Shweta S. Kulshrestha [2]
Abstract: Branding has become an integral element in our daily lives. From deciding which brand of soft drink to purchase, to which restaurant to visit, or sports shoes to buy branding plays a very vital role in our decision making. Thus with the power of branding being so persuasive, it is no surprise that it also plays an important role in which company we choose to work. Employee branding is an indirect branding effect in which communication of the company employees serves to characterize their companys employee brand. Employee branding may be understood to include the process of promoting the image of an employer through his/her employee. Thus employee branding is considered as the new mantra to build brand loyalty. If we justify the topic in a simple term then, employee branding means what an employee projects about himself and the organization culture. He/she should be able to serve as a brand ambassador for his/her organization. A strong sense of affiliation is seen of the employee towards his/her organization. Thus the factors like reason for joining the organization, long term stay of the employee, his/her expertise or skills for the assigned work, enthusiasm for achieving his roles and responsibilities, his consideration at managerial level decisions, importance of his ideas at the organizational levels, able to co-ordinate organization and individual goals, maintaining ethics while working, delivering 100 % etc. helps to shape more the employee branding. Employee Branding, New Mantra, loyalty ethical working and roles and responsibilities of employees.
Keywords: Employee Branding, New Mantra, loyalty ethical working and roles and responsibilities of employees
Edition: Volume 5 Issue 6, June 2016,
Pages: 2081 - 2086