Title: Transforming Multidisciplinary Research Through Artificial Intelligence
Chief Editors: Dr. Nagasudha R and Dr. Geetha V
Associate Editors: Dr. Aarti Sharma and Ms. P. Nithyashankari
Co-Editors: Dr. Madhumathi Reddim and Dr. Shishira Srinivasa
ISBN: 978-93-7183-019-5
Chapter: 18
DOI: https://doi.org/10.59646/804/18
Author: Dr. Veldandi Ramchander Rao
Abstract
Employer branding has taken a huge shift in the digital era, and how companies attract, engage and retain talent in the competitive hiring market has changed. This research paper discusses the concept of Employer Branding and how it can help attract talent by being authentic, specifically focusing on digital communication, organizational identity and employee experiences, and candidate perceptions. A mixed-method design has been applied which involves quantitative data collection based on job-seeker perception and qualitative data collected from structured interviews with employees and recruitment practitioners based on the employer branding practices. The findings show that authentic employer brand has a significant impact on attracting talent: transparency, credibility, organizational culture and real employee experiences are all important factors when considering a potential employer. Organisations have great opportunity to communicate their employer identity and connect with a diverse talent pool through digital platforms such as social media, career websites, professional networking sites and their employee generated content. But if there are discrepancies between an organization’s online presence and the reality of the work environment, that can lead to diminished trust, harm to an organization’s reputation and poor application rates. Furthermore, the extent of the candidate engagement has shown an increasing gravitation toward authentic and relatable communication as candidates have been more receptive to a real-life employee story, information about the workplace and genuine candidate values than to excessive promotional recruitment messages. The paper also reviews strategic techniques which organisations can use to reinforce authentic employer branding from clear digital communication, employee advocacy, to ensuring their values are shared and actively engaging with prospective employees. This study shows how digital employer branding can be used to enhance organizational attractiveness, develop candidates’ trust in the company, and increase the success of talent acquisition, thus proving the value of authenticity in digital branding.
Keywords: Employer branding, digital era, talent attraction, authenticity, employer reputation, employee experience, digital recruitment, social media, organizational culture, talent acquisition