Project Report

On

“A STUDY ON EMPLOYER BRANDING STRATERGIES BEING

PRACTISED BY CAMPANIES IN INDIA.”

A report submitted to Rashtrasant Tukadoji Maharaj Nagpur University, in

partial fulfillment of the requirements for award of the degree of Bachelor of
Business Administration, Specialization in Human Resource Management

Academic Session 2020-21

Submitted By:
BHAVIK PANDE

BBA- Year III- Semester VI

Under the Guidance of:

Prof. SARAN UPPAL

Tirpude Institute of Management Education

1, Balasaheb Tirpude Marg, Civil Lines, Sadar, Nagpur

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Tirpude Institute of Management Education, Nagpur
 CERTIFICATE

This is to certify that “BHAVIK PANDE” is a bonafide student of Tirpude Institute of

Management Education, Nagpur and studying Bachelor of Business Administration course
(B.B.A) –III year. He/ She has completed his/her project

“A STUDY ON EMPLOYER BRANDING STRATERGIES BEING PRACTISED BY

CAMPANIES IN INDIA”

This project is submitted to Rashtrasant Tukdoji Maharaj Nagpur University in partial fulfillment
of academic requirements for the degree of Bachelor of Business Administration, for the session
2020-21

I find the work comprehensive, complete and of sufficiently high standard to warrant its
presentation.

Prof .SARAN UPPAL Dr. Lalit Khullar

Guide Director

Place: Nagpur
Date: 04/05/2021

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 ACKNOWLEDGEMENT

I take this opportunity to convey my gratitude to those who provided me help during the course of
my study.
It is indeed a great pleasure to express my sincere thanks and sense of gratitude to Prof. SARAN
UPPAL for his/her valuable guidance, timely help and suggestions and constant encouragement
during my project work.
I am deeply indebted and grateful to the people who shared their opinion & experience with me in
order to bring out this research project successfully one.
There are many who offered me help and support in numerous ways. I wish to express my
gratitude to all those who have helped me throughout this research work to complete it
successfully.
However, I accept the sole responsibility for any possible errors of omission and commission.

Place - Nagpur BHAVIK PANDE

Date - 04/05/2021 BBA - III

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Tirpude Institute of Management Education, Nagpur
 DECLARATION

The work presented in this project report titled “A STUDY ON EMPLOYER BRANDING
STRATERGIES BEING PRACTISED BY CAMPANIES IN INDIA” has been carried out by me
under the guidance of Prof. SARAN UPPAL during the academic year 2020-21.

I solemnly declare that this work has not been submitted in part or full for other course conducted
by Rashtrasant Tukdoji Maharaj Nagpur University or any other University for any other purpose.

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 CONTENT

INTRODUCTION

INDUSTRY PROFILE

COMPANY PROFILE

PROBLEM DEFINATION

OBJECTIVES OF STUDY

SCOPE OF STUDY

LIMITATIONS OF STUDY

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 INTRODUCTION

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 INTRODUCTION
“Employer branding” is an emerging discipline with its roots in classical marketing and HR
principles. Its aim is to develop an image of the organization as an “employer of choice” in
the minds of existing and potential employees, as well as other stakeholders including
customers and recruiters. The objective is not only to offer these tangible benefits, but to also
develop an emotional link with them. A strong employer brand should connect an
organization‘s values, people strategy and HR policies and be linked to the company brand.

Definitions : Sartain and Schumann (2006) defined employer brand as: "how a business build
and packages its identity, from its origins and values, what it promises to
deliver to emotionally connect employees so that they in turn deliver what a business
promises to customers.

"Brett Minchington (2005) defines employer branding as the image of your organization as a
great place to work ‘in the mind of current employees and key stakeholders in the external
market (active and passive candidates, clients, customers and other key stakeholders).

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Sullivan (2004) defines employer branding as "a targeted, long-term strategy to manage the
awareness and perceptions of employees, potential employees, and related stakeholders with
regards to a particular firm."

Employer branding is the process of promoting a company, or an organization, as the

employer of choice to a desired target group, one which a company needs and wants to
recruit and retain. The process facilitates the company‘s ability in attracting, recruiting and
retaining ideal employees referred to as Top Talent in recruitment and helps secure the
achievement of the company‘s business plan.

Ambler and Barrow (1996) define employer brand in terms of the benefits it conveys on
employees.

Employer branding is the process of:

 Positioning or promoting an organization

 To a desired group of talent/professionals
 As an employer of choice

Employer brand is a company’s reputation in a job market as an employer. The process of

building a strong employer brand is concerned with

 Attracting the best industry talent

 Engaging and retaining talent
 Balancing the rewards and benefits offered to employees in return for
their performance
 Identifying unique policies and programs to demonstrate a company‘s commitment to
employee well being and growth
 Employer branding, in a nut shell, is constantly
 Improving the understanding of unique employer traits
 Sustaining the brand as a living identity
 Showing strong commitment towards people
 Establishing the company as an employer of choice

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Origin of Employer Branding: Employer branding is not a new concept. It‘s just that the
term has gradually become popular and is now taken more seriously by the employers.
Employer branding was first defined in1996, in the Journal of Brand Management in
December 1996 by Simon Barrow (chairman of People in Business) and Tim Ambler (Senior
Fellow of London Business School). They defined employer branding as the”
package of functional, economic and psychological benefits provided by employment, and
identified with employing company”.

Employer branding is an umbrella term for employer brand management, employer

brand positioning and internal marketing. It‘s an inside out, implicitly-explicit, value-based
approach to shaping the perceptions and behaviors of employees as well as external talent.

Culmination of Employment and Brand Management: As discussed earlier, employment

is not just a mean to survive a sustain; rather it‘s a platform where people from diverse
backgrounds come together and work towards achieving a common goal, while holding each
other like family members. Offices are new homes where work and play co-exist. Nowadays,
employer branding is a niche concept as opposed to brand management, which is a more
general term. However, employment and branding seem to co-exist, in response to the ever
growing competition for talent.

Times have changed. The rise of social platforms has compelled companies to be more
transparent. People are more likely to join a company based on what its employees perceive
and say about it. This means talent attraction depends on employee advocacy. Vice versa is
also true. Employees want to stick to their company for long, if it is perceived as an employer
of choice.

Employer Branding in Emerging Markets: Employer branding is now a global movement.

Developed world has already adopted the concept and developing world is embracing it
without hesitation. This has become possible with the arrival of balance-minded millennials
who want their workplaces to be as comfortable as home because the boundaries between
work and home are constantly diminishing.

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 Fundamentals of Employer Branding:

Fundamentals of employer branding that every organization can lay its focus onto achieve their goals

Additional Culture of
Rewards and Women
Transparency Momentum Well being perks and fairness and
recognition empowerment
benefits diversity

Concept of Employer Brand: Branding can also be used in the area of human resource
management. The application of branding principles to human resource management has
been termed “employer branding”. Employer branding is defined as “a targeted, long term
strategy to manage the awareness and perceptions of employees, potential employees, and
related stakeholders with regards to a particular firm”. These definitions indicate that
employer branding involves promoting, both within and outside the firm, a clear view of
what makes a firm different from its competitors and desirable as an employer. The employer
brand puts forth an image showing the organization as a good place to work.

The Employer Brand Experience: An employer brand is the full physical, intellectual, and
emotional experience of people who work there, and the anticipated experience of candidates
who might work there. The employer brand radiating out of our organization‘s name inspires
loyalty, productivity, and a sense of pride.

In HRM terms, a brand‘s image is grounded in three dimensions;

•Functional benefits: Tangible rewards of working at the employer: salary, health care, a
clean, safe work place , and a convenient location; for example: “XYZ Co. has great
compensation and has a beautiful office near my home.”

•Emotional benefits: Intangible rewards: mission, pride, status, job satisfaction,

companionship/collegiality, belonging to a “winning team”, and so on; for example: “I‘m
proud to work for XYZ Co. my pals and I make the best widgets in the world.”

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•Reasons to believe: Validation of the employer‘s claims; for example: “my friend says XYZ
Co. is a great place to work” and “the local news station calls XYZ Co. a hot company for
talented people.”

9 Steps to a Successful Employer Branding Strategy: Ever has current and future talent
been more important to business success than it is today. Today, organizations discuss having
a “people advantage” and work with “talent optimization”. There are also new titles and
positions like “Chief Talent Officer.” Attracting and retaining the right talent is becoming a
key organizational capability. The industry is quickly moving away from a short-term
recruitment focus to a long-term employer branding focus. Companies will gain a
competitive advantage by taking a long-term approach to investing in employer branding and
developing their brands to align with long-term business needs. Here are some concrete, step-
by-step tips to help develop your own employer branding strategies.

 Understand the business needs

 Define the main target groups
 Understand the target groups
 Optimize the employer value proposition
 Select KPIs and set objectives
 Define an optimal communication mix
 Create an annual plan
 Develop communication ideas
 Execute and follow-up

Importance of Employer Branding: The Future of Work recognizes the value of

innovation, flexibility and agility. And only companies with the best think tanks can sustain
and grow in a highly turbulent business environment. The employer brand has a direct impact
on the kind of people businesses attract. It‘s at the center of any recruitment strategy.

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Employer branding is important to:

 Attract new talent

 Retain their existing employees to reduce the cost of new hiring.
 Build a global reputation
 Secure long term hiring needs
 Enhance customer experience
 Strengthen online brand visibility.
 Have more influence on customers.

Anyone, including beginners and veterans, who are making a move in their career will always
take into consideration:

 How a company treats its employees

 How workplace culture is
 What the chances of growth are
 What opportunities a company provides for personal development
 If the company has seen too many salary freezes
 What perks and benefits the company offers

A company with strong employer brand shows that it cares for people and values them. It has
a long way to go.

Strategic Approach to Employer Branding: Organizations are compelled to take a strategic

approach to employer branding. This is because workplace is now a psychological battlefield,
containing millennials as a bigger chunk. And they have an upper hand because they can
multitask; they are tech-savvy; they want to try out everything; they have least hesitations;
they know how to walk the talk; their priorities are simple and straight; and they want to do
only what they love to do.

This generation is more interested in self-employment, entrepreneurship and in jobs that offer
them freedom and convenience to work on their own. So, devising a strategy to attract quality
talent makes sense in today‘s business scenario.

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 INDUSTRY PROFILE

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 IT INDUSTRY

IT Industry in India has played a key role in putting India on the global map. It has been one
of the most significant growth contributors for the Indian economy. The industry has played a
significant role in transforming India’s image from a slow moving bureaucratic economy to a
land of innovative entrepreneurs and a global player in providing world class technology
solutions and business services. The industry has helped India transform from a rural and
agriculture-based economy to a knowledge based economy. India’s IT industry contributed
around 7.7% to the country’s GDP and is expected to contribute 10% to India’s GDP by
2025.

Features or characteristics of IT industry can be discussed as follows:

 Economic activity. Industry is an economic activity.

 Production. Production is the main characteristic of industry.
 Utility. Industry creates form utility.
 Wide scope. Industry has wide scope.
 Component of business. Industry is a component of business.

Several products or services within an economy are associated with information technology,
including computer hardware, software, electronics, semiconductors, internet, telecom
equipment, and e-commerce.

Some of the companies in IT sector are:

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With a 6.1% growth in the year 2019, India's IT-BPM sector stood at $177 Billion and
approximating growth at this rate, the industry will develop to $ 350 Billion by the year 2025.
Speaking of IT and ITES Industry; it grew to $ 181 Billion in the financial year of 2019 as
domestic revenue advanced to $ 44 Billion.

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 E-COMMERECE INDUSTRY

E-commerce has transformed the way business is done in India. The Indian E-commerce
market is expected to grow to US$ 200 billion by 2026 from US$ 38.5 billion as of 2017.
Much of the growth for the industry has been triggered by an increase in internet and
smartphone penetration. As of August 2020, the number of internet connections in India
significantly increased to ~760 million, driven by the ‘Digital India’ programme. Out of the
total internet connections, ~61% connections were in urban areas, of which 97% connections
were wireless

Electronic commerce or e-commerce (sometimes written as eCommerce) is a business

model that lets firms and individuals buy and sell things over the internet. E-commerce
operates in all four of the following major market segments:B2B, B2C, C2C, C2B, M-
COMMERCE.

Features or characteristics of E-COMMERCE industry can be discussed as follows:

`
Features

Retail Websites

 Greater importance of logistics and  Simple

distribution  Branded
 New search trends  High-Quality Photos and Images
 Sales and dynamic prices  Social Proof
 Customization of the experience  Easy to Navigate
 An industry in constant growth  Easy Checkout
 Mobile-Friendly
 User-Focused
 Personality

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Some of the companies in E-COMMERCE sector are:

Overall, we expect Indian e-commerce to grow 40 per cent in 2020, grossing $38 billion
GMV (gross merchandise value), up from $27 billion in 2019.” Indian e-commerce grossed
$22 billion GMV in 2018. India e-commerce will reach US$ 99 billion by 2024, growing at a
27% CAGR over 2019-24, with grocery and fashion/apparel likely to be the key drivers of
incremental growth.

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 COMPANY PROFILE

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The name Infosys derived from Information Systems. Infosys Limited is an Indian
Information Technology company that provides global business consulting and information
technology services. Infosys helps clients in 45 countries to create and execute different
strategies for their digital transformation. Infosys helps businesses to renew & improve
existing conditions so that their business can achieve higher efficiencies and stay relevant
according to current times. Infosys has more than 200,000 employees and through their hard
work & dedication, Infosys has grown to become a US $10.9 billion (revenues FY18)
company with a market capitalization of US $39 billion. It is the second largest in the list of
top 10 IT companies in India 2020.

Infosys Limited (NASDAQ: INFY) was started in 1981 by seven people with US$ 250
capital. Infosys is a global leader in the "next generation" of IT and consulting. Infosys today
has offices in 32 countries, and several software development and training centers in India.

Organization Heads are N.R. Narayana Murthy (FOUNDER ), Salil S. Parekh (CEO) Pravin
Rao (COO).

Infosys’ Mission is "To achieve our objectives in an environment of fairness, honesty, and
courtesy towards our clients, employees, vendors and society" and Vision is "To be a
globally respected corporation that provides best-of-breed business solutions, leveraging
technology, delivered by best-in-class people."

Infosys provides software development and its maintenance services to a wide array of
companies from different fields such as insurance, finance, manufacturing etc. Some of the
important work related platforms used in Infosys are NIA AI Platform, Edge Verve Systems,
Infosys Information Platform, management consulting service.

Infosys has a growing global presence with 242,371 employees. Globally, we have operations
spread across 191 locations in 46 countries , Headquarters of the Company is in Bangalore,
Karnataka, India.

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Their business strategic blueprint are- scaling digital capabilities, deepening automation and
artificial intelligence (AI), reskilling employees, and increasing local hiring .

Infosys CEO Salil Parekh said the future workplace will be a hybrid one, but said the
company's employees will return to office in a sustainable way in the coming months,
unlocking the power of social capital in a post-pandemic world.

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Microsoft India Private Limited is a subsidiary of American software company Microsoft
Corporation, headquartered in Hyderabad, India. The company first entered the Indian market
in 1990 and has since worked closely with the Indian government, the IT industry, academia
and the local developer community to usher in some of the early successes in the IT market.
They currently has offices in 9 cities. Microsoft in India employs about 6,500 people and has
six business units representing the complete Microsoft product portfolio.

Microsoft's corporate vision is “to help people and businesses throughout the world realize
their full potential.” Their mission is of “empowering every person and organization on the
planet to achieve more.”

Microsoft Corporation's generic strategy creates competitive advantage while enabling the
business to maintain a broad market scope. On the other hand, market penetration is used as
the main intensive growth strategy to support Microsoft's growth in a highly competitive
global computer hardware and software market.

Microsoft looks set to deliver not one, but two major updates to Windows in 2021. The first,
Windows 10X, is a new, lighter-weight version of Windows for new hardware, while the
second is a long-awaited user interface refresh of Windows 10, with user interface elements
already being tested out on Xbox.

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Flipkart is one of India’s leading e-commerce marketplaces. It was founded in October 2007
and its headquarters are in Bengaluru. It was founded by Sachin Bansal and Binny Bansal.
This online venture was initially started as an online bookstore and as the popularity of the
company grew, it expanded and diversified its operations.

It started selling other items such as music, movies, and mobile phones. As the revolution of
e-commerce gained momentum in India, Flipkart grew at an accelerated pace and added
several new product lines in its portfolio.

The company offers 80 million+ products spread across more than 80 categories .Flipkart has
100 million registered users and more than a million sellers on its electronic commerce
platform. To ensure prompt delivery to its customers, the company has invested in setting up
warehouses in 21 states.

This online platform attracts ten million page hits every day and around eight million
shipments are processed every month. Flipkart has also introduced its mobile application,
which has become quite popular, with 50 million+ app users. Flipkart is a billion dollar
company and its valuation in 2016 was INR 15,129 crore (US$2.3 billion). It is also fulfilling
its social responsibility by providing huge scale employments (employs more than 33,000
people).

Future plans of flipkart is to expand its grocery services to more than 70 cities in the next six
months as the Walmart-owned company looks to cash in on the burgeoning e-grocery
segment in the country.

Vision: “to become amazon of India.”

Mission: “providing a delightful and memorable customer experience.”

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Amazon India launched its operations in June 2013. The company soon launched its website
Amazon.in which is offering customers a wide variety of choices in apparel, groceries,
household items, books, movies, television shows and almost everything that a person
requires. On the very first day of its operations, the company received more than 10,000
orders. Amazon India is a subsidiary of US-based e-commerce giant Amazon Inc.

The parent company Amazon was founded by Jeff Bezos in 1994. Hence, earlier Amazon
expanded its operations to China. However, it did not prove to be that much fruitful that it
expected because of the stiff competition by local e-commerce companies such as Alibaba.So
it further expanded its operations and looked for some viable options. The Amazon analyzed
India as a country having great potentials and it was sure that India will turn out to be fruitful
for its growth. Hence, Amazon came to India and launched its operations here in 2013.

It has an endless list of products under broad categories and sub-categories. Amazon India
did not limit its expansion and operations here, it has started operating a Global store which
allows the customers to buy directly from sellers in the United States. Recently the company
launched Amazon prime in India which provides various services to its customers like
streaming video, music, e-books etc. It currently delivers to most of the serviceable PIN
codes in India. It has connected millions of sellers and buyers in a network, making the
shopping a much easier task for people. It caters to more than 20,000 Indian sellers and has
41 fulfillment centers across 13 states in India.

In India, the popular advertisement of Amazon claiming it to be “APNI DUKAAN” is

turning out to be successful in grabbing millions of customers. It has become a reliable and
convenient source of buying and selling for people.

Vision: “to be Earth’s most customer-centric company, where customers can find and
discover anything they might want to buy online.”

Mission: “We strive to offer our customers the lowest possible prices, the best available

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1.4 STATEMENT OF PROBLEM

This paper will investigate the actual impact employer branding has on
organizational performance in terms of building expectations to an organization as an employ
er. The paperwill question the impact of employer branding as a vital element in the strategic
humanresource management in the post-employment phase, and thereby also challenge the
existing perceptions on the formation of the organizational career management strategies.

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1.5 OBJECTIVE OF THE STUDY

Primary objective:

 To study on employer branding at InnoppL Technologies.Pvt.Ltd.

Secondary objective:

 To identify the perception of employees towards Employer branding.

 To identify the ways to develop Employer branding.
 To identify the attributes which makes an employee feel that a company is a
Brandedcompany.

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.7 LIMITATION OF THE STUDY

Time period is very short

As the employee where busy with their meet and works

Mistake in manipulation

The workers, they may not have clear answer and idea while they answer thequestions.

The study was on 50 selected employees, so their need not be the universal opinion

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Tirpude Institute of Management Education, Nagpur