Employee Branding-an Exploratory Study to Analyze the Set of Preferences of an Employee in Educational Institutes of Jodhpur

Abstract

A good employer brand would, and should, represent the personality, the soul of the company or an institution. Building such a brand requires a lot of introspection by the company.

Talking about the Leading educational institutions where offering the advanced technical courses has become the prime motto and in the series, more and more new institutions are making their path in the education sector. The brand image of an educational institution largely depends upon its students, administrative staff, and infrastructure and the academicians engaged to impart their knowledge and acts as a role model. The growing competition and the fast realization that the valued academicians are the key constituents for building the brand of the institute and it is also known that they are also free to make choices, to join, to engage, to commit, and to stay in an institution. It is required for the educational institutions to realise that to attract the right kind of faculties, to encourage them to remain loyal and to perform to the best of their abilities requires a far more focused, rational and benefit-led approach.

Employer branding draws on a discipline that has proven lasting value in the marketplace. The central tenets of the discipline includes: close attention to the needs and aspirations of the target audience; focus on benefits; competitive differentiation; are as central to brand management today as they have ever been. The foremost reason why employer branding is here to stay for educational institutions is that in driving and sustaining faculties commitment and loyalty there has been no more effective approach than brand management. Most of the educational institutions have woken up to the vital importance to the business of recruiting, retaining and developing the right people.

This paper focuses on the requirement of employer branding for educational institutions. The research is conducted to find out the factors or we can say the set of preferences, which can contribute in retention of talented faculties in the institution that result in Employer Branding.