The Role of International Employer Branding Research Paper

The Role of International Employer Branding - Research Paper Example Every organization needs to hire efficient people and with the different pressures that currently prevail in business industries; there is a need for employers to treat their employees with care and rationality. Strong management of employer brand has been the concern of business organizations more when expectations from the working employees are severe in nature (Barrow and Mosley). The concept of employer branding includes attention and consideration of the values of people. Through employer branding, organizations tend to express their values more such that the goals and objectives of the organizations may be managed in the right directions (Sparrow, Brewster and Harris, 118). Studies reveal that the most important expectations of employer branding include ease in attracting candidates, recognition as employer of choice, increased rates of retention, shortened time-to-fill, delivery of vision and values program, higher job acceptance rate, increase in number of unsolicited resumes , setting a standard and framework for all HR activity, increased appreciation for people activity among wider business, benefits to the service delivered to commercial customers, and large number of internal fills (Rosethorn, 63). The present study considers all these factors and focuses on an understanding of employer branding at an international level. 2. Definitions: While considering a study on employer branding, it is essential to understand its meaning and the key issues associated with it in terms of its use within business organizations. 2.1. Defining Key Issues of Employer Branding: There are certain key issues that define the role of employer branding in an organization. The most significant issues include the mandatories, objectives, process description of creating an employer brand, and discussion of the issues. Employer branding needs to take the responsibilities of coordination among the HR departments and employees, the reduction of cultural differences, the strategi c approach to long term economic benefits and incorporation of innovative research methods. The objectives in this regard involve presenting the employer in the best manner, ascertain confidence, direction and exclusivity, enhance contentment, enthusiasm and identity of working employees, and promote the USP of the organization. The process description involves planning, description and leadership issues being handled by employer branding (Wimmers, 14-15). Employer brand effectively considers the issues arising from the relationship of the employer and the employees. Thus it includes the experiences of all working employees and their expectations from their employer, involving issues like compensations, working environment, opportunities for growth, type of products and types of customers, as well as the expectations that an employer might have from its employees (Praeger, 82). 2.2. Brand Identity: The image or identity of a brand represents the perception of customers and employers in their minds about a particular brand. A brand identity is a message that is communicated to the world about itself by means of advertisement, forms of products, name, visuals, and other signs and symbols. It is essential in this regard to focus on what people are considering to be the message about the brand and what the actual message is since the perceptions might differ