The document provides an analysis of employer branding strategies. It includes an agenda that covers an introduction, ER analysis, strategic analysis, findings and implications, qualitative analysis, and conclusion. Diagrams are used to illustrate relationships between entities like employees, customers, and competitors. A strengths, weaknesses, opportunities, challenges analysis is presented. Industry surveys reveal trends in internal branding and expectations. Gaps in customer and organizational perceptions are identified. The qualitative analysis examines employer branding strategies through a framework. An epilogue discusses the importance of internal branding, employee branding, and long term sustainability through employer branding.

1. E R
OY NG
PL DI
M N
E A
BR
Presented By:
Prashant Saxena Priya Rammohan
Department of Management Studies
IIT Madras

2. Agenda
• Prologue
• ER Analysis
• Strategic Analysis
• Findings & Implication
• Qualitative Analysis
• Epilogue
Employer Branding IIT Madras 2

3. Prologue
e A
ye
Employer
o re too
pl ' Association ta l
in th
m r
r e fo & at
te k co th
ea or m eo
gr w pe rg
e ey te an
iv h Employee
dr d t m iz
or at
ns ran
Trust e io
io ef n
z at he b fe us
ct ed
ni o ‘ t
a t
Growth
Challenge iv
g FACTORS el to
or ent y
fo rec
p INFLUENCING
hel itm r t ru
al it,
o m EMPLOYER en
T m t
co Accessibility BRANDING Compensation
Employer Projecting
Trust Employer’s Image
The Employee – Employer Relationship Triangle
ER Strategic Findings & Qualitative
Prologue Epilogue
Analysis Analysis Implications Analysis

4. Entity Relationship Analysis
Organization Partners
Prospective ENTITIES Employees
Employees
Customers Competitors
Employer BrandingER Strategic Madras
IIT Findings & Qualitative 4
Prologue Epilogue
Analysis Analysis Implications Analysis

5. Fishbone Diagram of Entities & Attributes
Organization Partners Customer
Mission Alliance Preferences
Duration
Strategy
Needs
Attitudes
Domain
Employer
Efficiency Awareness Differentiation Branding
Capabilty Needs
Talent Poaching
Products
Dedication Knowledge
Employer Branding IIT Prospective
Madras 5
Employees Competitors
Employees

6. Organization Customer
Better Results
Be
tte
Cor
Effe
Better Strategy cti
m
ve &
m
Effi
itm
Partners cien
en
tW
ork
t
fo rce
EMPLOYER
BRANDING
Fut CAUSAL LOOP
ure DIAGRAM
Alli
a nce
s Abs
e nt
Employees
At
tra
tsc
T
a le
nt
Hires Talent
Competitors Prospective Employees

7. Strategic Analysis
STRENGTHS WEAKNESS
Easy acquirement of new talent Requires long time for application
Retaining right fit employees Difficult to spread awareness
Improved effeciency in serving Difficult to sustain in short term
customers
OPPURTUNITIES CHALLENGES
Employee Branding Employee Branding and Employer
Buiding overall brand equity Branding are difficult to synerzise
Easy to acquire talent during Requires Integration of Marketing &
diversification HR Departments
Employer BrandingER Strategic Madras
IIT Findings & Qualitative 7
Prologue Epilogue
Analysis Analysis Implications Analysis

8. THE ANALYSIS OF STRATEGIC
PRIORITIES OF EMPLOYER BRANDING
Importance of converting potential
High
Fun Place to Work
Training Opportunities
For People like me
Attractive Location
recruit into applicant
Innovative Company Familiarity with Tasks
Expected Career
Success Opportunities
of
Application
High Salary
Low
Weak Strong
Strength or Weakness of Employer’s Brand

9. Industry Survey & Results
Objectives
• To understand emerging trends in internal branding of
Organizations.
• To understand the top management view of the evolving
expectations of employees and the effectiveness
employer branding in place in terms of boosting
employee engagement and enhancing organizational
effectiveness
• To identify best practices in the area of compensation
structuring and employee engagement measures vis-à-
vis the employer’s brand
Employer BrandingER Strategic Madras
IIT Findings & Qualitative 9
Prologue Epilogue
Analysis Analysis Implications Analysis

10. The Gap Model
CUSTOMER ORGANIZATION
Organization
Information Understanding of
Gap Standards
Customer Gap
Customers’
Expectations
Expectations Service Standards
GAP 1
GAP 2
Quality
Gap GAP 5 Performance
GAP 3 Gap
GAP 4
Customers’ Organization
Performance
Perceptions
Organization Internal
Communications Gap
to Customers
Employer Branding IIT Madras 10
Employer Branding – To bridge
this Gap

11. Qualitative Analysis
6 S FRAMEWORK EMPLOYER BRANDING
SHORT TERM LONG TERM
SURVIVAL Employer Difficult Y
Employee Y Y
STABILITY Employer Y Y
Employee Y Y
SUCCESS Employer N Y
Employee Difficult Y
SUPERIORITY Employer N Y
Employee N Y
SUSTAINABILITY Employer Difficult Y
Employee Difficult Y
SYNERGY Employer Difficult Y
Employee Difficult Y
Employer BrandingER Strategic Madras
IIT Findings & Qualitative 11
Prologue Epilogue
Analysis Analysis Implications Analysis

12. Window of Perception
Benefits
Larger Window
Of Perception
Role of Consumer
Communities in 4Ps
& Building Brand
Equity
Two way communication
Between consumer
Communities & organizations
Organizations reaching
Consumers as a single
entity
Time Span
Smaller WindowTill Now Next 3 Years Next 5 Years
Of Perception

13. Rate of Change in bound Point of Product Enhancement
Alpha Users To increase with active
of Online members in the community Based on collaborative ideation
Consumer playing buying decision in online consumer communities
Communities influencers

15. Epilogue
Internal Branding
 Internal branding is a very bottom-up process
 Recognition of the values of the organization and
creating an image in the minds of the existing and
prospective employees
 Produce long term sustainability and financial gains
Employee Branding
 Enhance ability of the whole organisation to deliver on
the brand that is promised in the market
Employer BrandingER Strategic Madras
IIT Findings & Qualitative 15
Prologue Epilogue
Analysis Analysis Implications Analysis

16. Epilogue
 Employer branding is a new and effective
weapon that an organization could yield in
order to recruit and retain the best talent
 Requires integration of the marketing and HR
department and the policy must permeate to all
levels of the organization
 It is a way of life that an organization should
adopt to differentiate itself in the labour market
Employer Branding IIT Madras 16