Title: Employer branding: attracting and retaining employees for sustainable development in disruptive economy

Authors: Geeta Rana; Ravindra Sharma

Addresses: HSMS, Swami Rama Himalayan University, Dehradun, India ' HSMS, Swami Rama Himalayan University, Dehradun, India

Abstract: Disruptive trends provide firms with openings for new capability development and competitive advantage attainment. Substantial research attention has been paid to the attractiveness of an organisation as well as the branding of the employer in past due to their importance in disruptive economy. Drastic changes in economies, societies, and technologies due to globalisation, social structure and digital transformation and disruption over decades have caused problems for employers in drawing employees in competitive advantages. Firms need to stay competitive, and to do so, employers carry out several exercises to draw and retain talent. This study seeks to empirically test the attractiveness of organisational-employer branding relationship in the context of information technology companies in India. Engagement in one job partially lies in an efficient relationship of organisational attractiveness as well as employer branding.

Keywords: organisational attractiveness; employer branding; engagement; disruptive economy; digitalisation; retention; sustainable development; human resource management; attraction; competitive advantage.

DOI: 10.1504/WRSTSD.2021.117839

World Review of Science, Technology and Sustainable Development, 2021 Vol.17 No.4, pp.319 - 333

Received: 24 Apr 2019
Accepted: 30 Dec 2019
Published online: 04 Oct 2021 *

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