EMPLOYER BRANDING: A NEW FACET OF EDUCATION SECTOR

Dr. H. S. Abzal Basha, M Yellaiah Naidu

Abstract


The dynamic growth of the today's competitive world has made the organizations more competitive. To survive in the cut
throat competition of the globalization, an organization has to attain its competitive advantage. It should be proactive to
face the changes in the scenario. In this scenario, the drivers of the growth of the organization are its human resources.
The organizational success does not only depend on the organizational policy, but also on the quality of work which can
be achieved by the workforce. It is the human resource that is the drivers of the organization through their skill, aptitude &
attitude by deciding, implanting & controlling the activities. This is the time to move for the organization where they have
to stand first than its competitors. In this situation talent management has became an important tool for the organizational
growth aligned with the individual growth. Hence, the employer paradigm has shifted in relation to the human capital, in
terms of its attraction, development, utilization and retention, which placed a heavy demand on today's HR professionals.
The present research is an attempt to evaluate the employer branding in select engineering institutions. Particularly, it
intends to confirm current employer branding practices and their impact on employee performance and job satisfaction
in select Engineering Colleges of Kurnool District. However, in this study, 4 most significant areas like; Attraction,
Development, Utilization and Retention are chosen for analysis. Moreover, it portrays the diversity in the employees'
potential and perceptions in the higher education sector.


Keywords


Employer Branding, Strategy, Talent, Job Performance and Job Satisfaction

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