Employer branding : HRD indicators and branding practices

Purpose: The purpose of this study is to examine the views of HR managers on employer branding activities and their implementation. Design/methodology/approach: Data was gathered from an HR expert from each of three multinational companies located in India. In-depth, semi-structured interviews were carried out either face-to-face or by telephone and responses were analyzed into identified themes using a content analysis technique. Findings: The key success criteria from the discussions are themed as meaningfulness and visibility, employer brand awareness and differentiator and HRD parameters. Practical implications: Organizations should be aware of and address the issues of communication breakdown, strategic mismatch, long-term disconnects and sustained success in relation to the employer branding process. Originality/value: This paper has an original approach in considering the relationship between HRD indicators and employer branding.