In the modern economy where human resource has become one of the main sources of competitive advantage, the looming skill shortages and the death of resumes have triggered the growth of employer branding as a concept.

In the new economy, one word which is making its presence felt in the business world is "competition". The primary source of long-term competitive advantage for a business firm or an industry is "people". Human resource has to be handled with great care in this era of cut-throat competition. It is the people with crystal clear vision and prompt action who can help in building an excellent organization and a strong nation. Companies are always on the lookout for the talented pool of employees to achieve and sustain competitive advantage in the long run. But there is a huge gap between the demand and supply of the future business leaders and the competent employees.

Talent has become an important driver for corporate performance and a company's ability to attract, develop, and retain talent will make it competitive in the long run. The future corporate battle will be for talent. So there is an uphill task for the present employers to attract the right kind of workforce who, through their commitment and hard work, will bring fortune for the organization and help in co-creating value for the customers. Retaining the current employees is also one of the most talked about issues in the business circle. This is the right time for the advent of a technique called "Employer Branding". It is termed as the "hottest strategy" which is gaining attention worldwide. It may act as a differentiating factor for the employer who uses it effectively.

Effective employer branding is about building the overall image of the organization both internally and externally. It requires the involvement of the employees at all levels in building the image of the employer as well as seeking their views for continual improvements in the overall functioning of the organization. An important aspect of attracting the best candidates from the job market is to market the tagline "employer by choice". Employer branding is the concept in which the recruitment process has to be managed in much the same way as customers are managed. It involves the internal and external customers as well as the Human Resource and Marketing professionals. The success of employer branding depends upon the culture which is prevailing in the organization. The employer brand image has its impact on the brand image of the product and/or services. Some of the well-known companies like Henkel, L'Oreal, HP, IBM, etc., are using this concept to the fullest extent.

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