ABSTRACT
The success of modern corporations depends on their perception in the minds of the key stakeholders. A corporation communicates with its stakeholders in multifarious, tangible, and intangible ways. This has compelled brand managers to consider each and every aspect of a corporation’s functioning as an opportunity for communicating the brand. The phenomenon of communicative expansion and strategic orientation of communication processes have made the corporations look at everything from marketing communications to human resource management as tools for the creation and development of powerful brands. Although each and every constituent of a corporation communicates something about the corporation, nothing communicates more than the human beings who run it. This necessitates formulation of an employer branding policy, facilitating the organizations to engage, select, hire, train, and retain the most talented workers available and to utilize them for strengthening their corporate brands. In this chapter, we will attempt to elucidate the premise that integration of efforts made for employer branding with corporate branding initiatives taken by an organization may help in the development of powerful corporate brands, leading to sustained competitive advantage and improved growth prospects for the organization.
