Perception and Impact Analysis of Employees of Pharmaceutical Industry towards Employer Branding with Special Reference to Gujarat

Abstract

Employer Branding is being considered one of the important practices in academic fraternity and in the corporate world as attracting and retaining the right talent has become the success leading strategy of human resource management. All the organization in this robust competition wants to be employer of choice and wants to maintain image of best employers in the eyes of applicants. In many cases, it is inconclusive for the organization as to which factors help the organization to attract and retain the right employee and which practices can be removed from the process of employer branding since the preferences may change as the external environment changes. Nevertheless, the key driver of employer brand has always revolved around the strategic human resource practices and communication of these practices. The satisfied employees have always led to better future for the organizations considering satisfied employees are more productive and they are the brand ambassadors of the organization. This research finds relevance of employer branding practices in current scenario where retaining talented pool is need of the hour. The aim of this research is to get a profound analysis of employer branding and examine the impact of employer branding on employees of the pharmaceutical industry. This study has been conducted to analyze the perception of employees side towards employer branding. The sample size of the research is 551 employees of Pharmaceutical Industry. The perception of employees have been sought from structured questionnaire which is further used for fruitful inferences. The impact of employer branding on employees has been analyzed through partial least square method. The thesis has been divided into various chapters like introduction of topic, literature review, research methodology, data analysis, findings, conclusion and future road map. newline