The Employer Brand - A Tactical Tool to Attract, Recruit and Retain Talent

India is seen as the "land of prospect" by many multinational corporations, and they bring the life of their employer brand to India. "Almost every Fortune 500 company is setting up operations in India that will be integral to its global value chain. The rush by the multinationals to set up Indian operations and the rapid growth of Indian outsourcing companies has resulted in a war for talent," explains Nirmalya Kumar in India unleashed. A successful talent management requires an effective employer brand during both in a recession or a growing economy. Recruiting and retaining the right person is not easy. High-quality talent is expensive and in demand. In today's global scenario, an effective employer brand is essential for competitive advantage. The increasing focus on competitive advantage is leading many firms to rethink on their employer brand. The current economic slowdown and the pressure to cut costs and increase productivity have made the need to get the best people in the right jobs even more crucial. The key to this issue is to align the brand with the company's business plan, meaning the brand is designed to attract and retain the kinds of people the company wishes most. Therefore the present paper attempts to highlight the concept of employer branding, creating a brand, need for employer branding, various methods of employer branding, process of employer branding and successful branding strategies of some top attractive companies.