'CEOs know employer branding but over 50% lack a campaign'

Dec 11 2012, 21:20 IST
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SummaryMany CEOs recognise the importance of employer branding yet more than half of them don't have any such system in place at present.

Many CEOs in India recognise the importance of employer branding yet more than half of them don't have any such system in place at present, a survey says.

About 60 per cent CEOs feel that Employer Branding is a critical element of Employee Value Proposition, according to the Monster India and People Matters, a leading knowledge and media platform in the Human Resources space's Employer Branding Report 2012.

Organisations harness advantages like attraction and retention of talent, engraining organisational values, becoming an employer of choice, create a targeted talent management strategy through their employer branding campaign.

Interestingly while organisations recognise the importance of having an employer brand, as much as "62 per cent" of organisations do not have a "formal brand promotion campaign".

Moreover, 55 per cent of companies do not have a formal plan to launch an employer branding campaign in 2013, the report said.

"Indian organisations understand the importance of employer branding as a means to create a positive image to attract talent and increase retention. Yet, more than half (62 per cent) do not have any employer branding campaign initiatives currently implemented," Monster.com (India/Middle East/ Southeast Asia) Managing Director Sanjay Modi said.

The survey further said 60 per cent of organisations believe that it develops their Employment Value Proposition (EVP), 59 per cent believe it sharpens their recruitment efforts and 42 per cent of them believe that it helps to realign engagement strategy.

"Against the current tumultuous economy and a competitive marketplace, employer branding assumes greater importance to attract and retain talent," Modi added.

In today's world, Indian companies are battling problems related to skills shortage, perceptional image of an organisation or occupation as well as attitudes of young workforce who are constantly torn between organisational loyalty and career progression.

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