This article offers a contemporary perspective on the subject of employer branding by providing some practical insights on the recent best practices of leading organizations in this field. Several HR experts carry varying notions about the benefits of employer branding; while a few may regard an investment on branding practices as a waste, some others realize its importance in the competitive business scenario. This article analyzes the role of employer branding during recession, by sharing a few best practices of business leaders in recent times. An attempt is made to provide a holistic coverage on this topic by blending theoretical insights, with real life examples for facilitating a thorough understanding of the subject.

Several experts regard HR as a catalyst for introducing a progressive change in an organization, which is a prime necessity for gaining a winning edge in the war for business excellence. The field of HR has become one of the favorites of millions of aspirants as it has opened newer opportunities in several areas, like training and development, recruitment, industrial relations, mentoring and counseling, etc. Gone are the days when this wing was simply restricted to desk jobs and administrative functions. The present day HR is aggressively involved in strategic activities and its goals are set in alignment with the corporate goals and mission. As a result, this discipline has forayed in areas, such as corporate planning, brand building and corporate relations.

The contemporary business world is a manifestation of fierce war for talent in which, human resource is the major source of competitive advantage and leadership. It is for this reason that many business giants have been paying a lot of importance to brand development and corporate relations, for building a sound base of both internal and external customers. The sole objective is to win customer loyalty by projecting a positive image of the organization and communicating the strengths. Organizations are investing a lot of time and effort in building a powerful employer brand in conjunction with the marketing department and the communications department for attracting the best talent in the market. By creating a strong employment brand, employers get the edge they need in attracting, recruiting and retaining top talents. Employer branding, which is a contemporary buzzword, plays an instrumental role in communicating the organizational image to its major stakeholders, including the prospective employees. This article unleashes several newer perspectives on the much-debated issue of employer branding by offering recent insights on the different aspects of this subject. Moreover, an attempt is made to provide a comprehensive idea on the issue of employer branding, by covering a few best practices of the leading organizations for building a strong employer brand.

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