Employer Branding: A Decisive Means of Employee Relationship Management

Employer Branding- A Conceptual Review

The American Marketing Association defines a brand as “a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” As the definition insinuate a brand helps the company to identify themselves with their competitors and differentiate their product from others (Schneider, 2003). Prior, the term branding was always associated with tangible products and was used to differentiate tangible products from others. However, today the term brand is also related to intangible products and services like firms, places, and people. Although there are many studies exploring the role of branding from the customer viewpoint less focus was given to study the role of branding in attracting and retaining employees that constitute the firm’s human capital. This perspective is looked in employer branding.