• Dr.R.Padmaja
• PK Madhooha

Branding is the process of establishing a greater positive image for an organization in the minds of prospect customers when compared to the competitors. HR branding is one such subset of branding. HR branding is the process of drawing attention of the potential employees using the brand image and eminence of the firm. The concept revolves around evoking interest among the capable aspirants, choosing the right person among the talent pool and retaining the efficient personnels. Amalgamation of HR functions with marketing strategy can improve the organization’s stature and efficacy. Considering the present scenario of Covid 19, the economical position of most of the organizations has gone low. In order to revive the firms into normal state, effective employees are required for which innovative HR branding is essential. The paper explains about the importance of human resource branding, the purpose of transforming it as a competitive advantage to gain higher productivity to the organizations, factors influencing HR branding, challenges arose during effective implementation of HR branding and suggestions to implement innovative HR branding.

Branding, HR Branding, Covid 19, Productivity.

"INNOVATIVE HR BRANDING AS A COMPETITIVE ADVANTAGE IN CURRENT ERA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.7, Issue 9, page no.720-723, September-2020, Available :http://www.jetir.org/papers/JETIR2009096.pdf

"INNOVATIVE HR BRANDING AS A COMPETITIVE ADVANTAGE IN CURRENT ERA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.7, Issue 9, page no. pp720-723, September-2020, Available at : http://www.jetir.org/papers/JETIR2009096.pdf