• Ms. S. Clemence Jenifer
• Dr. Bejoy John Thomas

This article explores the phenomenon of employer brand positioning, including its origin from marketing and implication of such studies through a literature review and to determine the employer brand positioning of leading Indian companies from the view of prospective/potential employees sector – wise using an empirical study. It also tries to propose a model for employer brand positioning based on the results of the study. Applying the brand positioning in the Employer Branding context is an imminent initiative. This is mainly because, organizations realize that Employer Branding is a strategic initiative but are unsure of where to get started or how to implement it. The employers can visualise both their own position and what the potential employees want from their employer. This can then be compared with the competitors and the industry as a whole. This helps to determine the employer brand position in the minds of the potential employees. By mapping the talented employees’ preferences, the company can identify how to position its brand to attract them. Identifying the gap in the minds of prospective employees can facilitate the new entries in the field on where to target to attract the appropriate skill-set. Thus, if companies position their brands, the pool of attracting talent becomes easier. In short, this study will add value to the employer branding work the company does. There is a great potential for using this brand positioning approach to understand who the company really wants to attract. The employer brand positioning is useful for consultants and organizations to implement Employer branding program.

Employer branding, brand positioning, attract talent, strategy

"EMPLOYER BRAND - POSITIONING OF PARAMOUNT COMPANIES IN THE INFORMATION TECHNOLOGY SECTOR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 2, page no.324-336, February-2019, Available :http://www.jetir.org/papers/JETIR1902C53.pdf

"EMPLOYER BRAND - POSITIONING OF PARAMOUNT COMPANIES IN THE INFORMATION TECHNOLOGY SECTOR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 2, page no. pp324-336, February-2019, Available at : http://www.jetir.org/papers/JETIR1902C53.pdf