The Hindu Business Line : Employer branding has arrived

THE Bangalore-based Performance Consulting International (PCI) has tied up with the UK-based People in Business to offer employer branding services in the country.

One of the key reasons companies look for employer branding is because they have difficulty in retaining good people.

According to Mr Richard Mosley, Managing Director of People in Business, there could be other reasons too: when there is a disconnect between what is promised and what is delivered to the employee.

"Branding has to be closely connected to the experience of the people after they are recruited."

This requires a `joined up' approach, i.e., all of the management practices that are in place internally - such as training, team management, work environment, and internal communication - have to come together to deliver on the promises made to employees prior to hiring them.

Mr Mosley said that employer branding comes from consumer branding practices like treating them as valued customers, since, like customers, they have the choice to change loyalties if they are disappointed with the delivery.

Employer branding is very often required in service companies that have to stand out as "different," he said.

In India, though IT, ITES, and the services sectors are looking at internal branding exercises, even sectors such as manufacturing, FMCGs, and consumer durables should also consider going through the exercise as they are losing talent to the newer industries, according to Mr Mosley.

He added that entrepreneurial firms tend to break down after they grow beyond 150 people.

"They find it difficult to capture the spirit of the entrepreneur once the company grows beyond this level; this is when they require help in employer branding."

PCI, a global HR consulting firm, focuses on performance and rewards, leadership assessment and development, and talent management practices.

People in Business is active in the areas of consulting, collaborating, and partnership.

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