The products and services marketed by an organization are after all the result of the creativity and ability of its talented employees. The competitive advantage is created by these talented employees who are sharing their values with those of the organization and have the enthusiasm for work to self-select into the organization, thereby creating the foundation for highly productive employee-employer relationships and thus paving the way for organizational effectiveness. This article sheds light on how employer branding or the signature experience is created and effectively communicated to attract and retain the customers by attracting and retaining the best talent within the organization.

Organizational effectiveness reflects how effectively the organization's obligations with respect to all its constituencies in its external and internal environment are discharged. It also reflects how well the organization is equipped to handle its current survival (by coping successfully with the present situation) and future growth (through creative and adaptive strategies). The effectiveness of the organization is the foundation of its success. Organizational effectiveness is achieved basing on the selection of the inputs that are processed through the throughputs properly. And the most important and dynamic input contributing to the organizational effectiveness is the human input. That the `quality of the output is based on the quality of the input' is a proven fact.

The effectiveness of the organization is measured not only through the profits earned but also from the customer satisfaction. The global markets have transformed the domestic competition into a highly complex international competition. Employer branding is one concept which helps the organization navigate through today's international competition with a competitive advantage. If such beliefs, which we call employer brand image, are similar in structure and impact to product brand images, then the researchers in the area of recruitment gain more insights into various recruitment practices like reverse recruitment, recruitment process outsourcing, etc., by examining the analogous dimensions of beliefs and marketability of the activities which affect these dimensions for uniqueness which are exceptional.

Employer branding can be the uniqueness of an organization to attract its customers and retain them as also to attract the employees and retain the best ones. Customers can be attracted, satisfied and retained only when their preferences and values match with those of the organization's product. The input necessary for making excellent products in the market is mainly the human resources. They are the people who identify the needs of the customers, and come up with innovative ideas in product designing, using innovative techniques, advertising, and marketing the product. Thus, the quality of the employees determines the quality of and creativity in the products marketed.

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