Employer Branding: A-Star Ltd. An Employer of Choice

Employer branding is a targeted, long-term strategy to manage the awareness and perceptions of employees, potential employees, and related stakeholders with regards to a particular firm. A brand is made up of intangibles - perceptions, feelings and associations that exist in one's state of mind. The ultimate goal of any branding effort is to create a loyal customer. In the case of employer branding, that customer is the employee. The challenge for HR is to retool and react to the changes in supply of workers, expectations of new generations and a more diverse population. In short, organizations must become employers of choice - those companies that can differentiate their HR practices from the competition in order to attract, develop and retain the people they need.

The article aims at studying and analyzing Employer Branding and its effectiveness in Engineering Company Manufacturing Air-Conditioners, A-Star Ltd (name changed for professional reasons) in Gujarat. This work uses four quadrants namely to study the Company's Employer Branding Employee Perception, HR process, Stakeholders Perception and Company overall HR performance {attrition rates, promotion rates etc}.