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A Comprehensive Framework for Implementing an Effective Employer Brand Strategy

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  • Deepa R
  • Rupashree Baral

Abstract

Employer brand strategy design and implementation are crucial for any organization, given the challenge of talent attraction and retention. Employer branding creates a sustainable relationship between an organization and its potential and existing employees by creating values for individuals, organization and the society at large. The primary objective of this study was to evaluate the feasibility of using a Business Model Canvas (BMC) template to map the employer brand strategy of an organization. The second objective was to use a survey research to map the elements of BMC such as value propositions and communication channels for the target employees who were the prospective talent pool. Other elements of BMC were explained based on the understanding of employer branding practices in Indian organizations.

Suggested Citation

  • Deepa R & Rupashree Baral, 2017. "A Comprehensive Framework for Implementing an Effective Employer Brand Strategy," Global Business Review, International Management Institute, vol. 18(3_suppl), pages 75-94, June.
    • Handle: RePEc:sae:globus:v:18:y:2017:i:3_suppl:p:s75-s94
    DOI: 10.1177/0972150917693152
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    References listed on IDEAS

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    1. Charles Baden-Fuller & Vincent Mangematin, 2013. "Business models: A challenging agenda," Grenoble Ecole de Management (Post-Print) hal-00869707, HAL.
    2. Charles Baden-Fuller & Vincent Mangematin, 2013. "Business models: A challenging agenda," Post-Print hal-00869707, HAL.
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