• Dr. Subroto Ganguly
• Tabinda Quadri
• Pooja Yadav
• Nikhil Joseph

To be a winning brand in the war for talent an employment brand needs to perform optimally in each of these dimensions. Ideally an employment brand should be credible, compelling, and connects emotionally with the organization's current employees and ideal recruits, marries the customer brand with the attributes of the workplace, it also uniquely differentiates the organization from others as well as authenticates and aligns with the values and culture of the current and potential employees. A strong employment brand begins with a promise that is credible, compelling, and connects to the applicant. With the liberalization of the Indian economy in 1991 and subsequent economic reforms, Indian companies are becoming internationally strategic to utilize the employer brand to attract and retain talent which leads to expand and growth of the business. Here we will talk about some concepts on employer branding and also to examine how Indian organizations with a positive corporate reputation can attract and retain employees even in the struggling times . It also focuses to explain the importance, applicability, outcome and creating an effective employer branding strategy of Indian companies Employer Branding has become as important as the goods or services in the market place.

Employer branding, Branding, brand equity, target reception

"“EMPLOYER BRANDING STRATEGIES IN STRUGGLING COMPANIES” ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 7, page no.c746-c765, July-2021, Available :http://www.jetir.org/papers/JETIR2107367.pdf

"“EMPLOYER BRANDING STRATEGIES IN STRUGGLING COMPANIES” ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 7, page no. ppc746-c765, July-2021, Available at : http://www.jetir.org/papers/JETIR2107367.pdf