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1 Introduction
In today's era of boundary less, technology driven, rapidly changing business environment, one of the major corporate challenges is to meet the increasing demand for executive talent. The survival and success of organizations depend upon the quality of its workforce who can face the above challenges. The challenge with the corporate lies in identification and attraction of talent and such workforce is scarce in today's competitive environment.
It has been projected by the Bureau of Labor Statistics that there labor shortage would continue until sometime between 2015 and 2015 with around 10-16 million fewer workers than there are jobs ([17] Herman Miller Inc., 2006). Therefore, it is important for the organizations to develop adequate and appropriate plans and put efforts to attract the best pool of available candidates and to nurture and retain the current employees. [22] Rucci et al. (1998) have posited that, companies that see employees as their first customers, keep their external customers more satisfied as front line employees take better care of them ([3] Ambler, 2000). According to [36] Kotler (1994) "The task of successfully hiring, training and motivating able employees to serve the customer well is defined as internal marketing". "One component of internal marketing that is still underdeveloped is employer branding and specifically employer attractiveness" ([8] Berthon et al. , 2005). [14] Harris (2007) emphasizes that internal investment is rewarded with consistent, quality customer exchanges. Staff actions should reinforce the promises a brand makes to its customers. It is commonly accepted that internal characteristics are transferred to the external environment via the employees of the organisation.
The study proposes to identify organizational attributes looked by prospective employees and also identify the preferred channel for promoting brand's image as an employer. Also, a new model has been conceptualized on the process of employer branding from the potential employees' perspective.
2 Employer branding as a strategic tool
India is a fast-growing economy with surging demand for talented and skilled workforce. In today's era of boundary-less, technology driven, rapidly changing business environment, one of the major corporate challenges is to meet the increasing demand for skilled and talented workforce. As important it is for organizations to look for the right candidates equally important is for the applicants to be attracted...