1st Edition

Employer Branding for Competitive Advantage Models and Implementation Strategies

Edited By Geeta Rana, Shivani Agarwal, Ravindra Sharma Copyright 2021
    222 Pages 24 B/W Illustrations
    by CRC Press

    This book shows how to build and maintain a distinctive and credible employer brand and develop a set of relevant success metrics to help measure return on investment (ROI). Starting with the current interest in employer branding, this book looks at the historical roots of brand management and the practical steps to achieve employer brand management success.

    The book will review the pressures that have generated current interest in employer branding. It goes on to look at the historical roots of brand management and the practical steps necessary to achieve employer brand management success. The book includes the business case, research, positioning, implementation, management and measurement, and case studies of big-named employer brand stories.

    This book will provide new insights into the field of employer branding and provide directions and tools for organizational brand building. It will be beneficial for research scholars, engineers, practitioners, and management students.

    Chapter 1 Modeling Drivers of Employer Branding: Agile Role

    of HR

    [Zeba Naz and Farah Zahidi]

    Chapter 2 Assessing the Validity of Employer Branding and Predicting

    Its Talent- Oriented Outcomes: An Employee’s Perspective

    [Jeevan Jyoti and Roomi Rani]

    Chapter 3 The Role of Employer Branding in the Creation of

    Powerful Corporate Brands

    [Harsh Mishra and Aditi Sharma]

    Chapter 4 Toward an Integration of the Collaborator’s Experience in

    the Digital Management of the Employer Brand

    [Zakaria Lissaneddine, Mostapha El Idrissi,

    and Youn è s El Manzani]

    Chapter 5 Employer Branding and Social Media: The Case of World’s

    Best Employers

    [Megha Bharti and Anjuman Antil]

    Chapter 6 Corporate Social Responsibility to Corporate Environment

    Ready: A Paradigm Shift to Organizational Branding

    [Chandan Veer and Pavnesh Kumar]

    Chapter 7 Branding through Workforce

    [Antima Sharma and Rinku Raghuvanshi]

    iChapter 8 Impact of Knowledge Management on Employee

    Satisfaction in Nepalese Banking Sector

    [Sajeeb Kumar Shrestha]

    Chapter 9 Strengthening Employer Branding with Corporate Social


    [Jeevesh Sharma, Suhasini Verma, and Shweta Taluka]

    Chapter 10 Enhancing Employee Happiness: Branding as an Employer

    of Choice

    [Rinki Dahiya]

    Chapter 11 Techno Innovative Tools for Employer Branding in

    Industry 4.0

    [Ravindra Sharma, Geeta Rana, and Shivani Agarwal]

    Chapter 12 Impact of Employer Branding on Customer Acquisitions and

    Retentions: A Case Study of Microsign Products

    [Ramzan Sama]


    Geeta Rana is an Associate Professor, Himalayan School of Management studies at Swami Rama Himalayan University, Jolly Grant Dehradun, India. She has earned her PhD from Indian Institute of Technology (IIT, Roorkee) in Human Resource Management & Organizational Behaviour. She has also done certification course in HR Analytics from Indian Institute of Management Rohtak (IIMR). She is engaged in teaching, research and consultancy assignments. She has more than 15 years of experience in teaching and in handling various administrative as well as academic positions. She has to her credit over 40 papers published in refereed journals of Emerald, Sage, Springer, Taylor & Francis, Elsevier, and Inderscience. She also presented several research papers in national and international conferences. Dr. Rana has contributed many chapters in different books published by Cambridge UK, Springer IGI Global and Palgrave Macmillan. She has authored a several books with Taylor and Francis , Nova Publisher and New age publishers. She has conducted and attended various workshops, FDPs and MDPs in various institutions. Dr. Rana is recipient of many reputed awards . Her research interests include knowledge management, managerial effectiveness, justice, values, employer branding, innovation, artificial intelligence and human resource management.

    Shivani Agarwal is an Assistant Professor in KIET School of Management at KIET Group of Institutions, Ghaziabad, India. She has earned her PhD from Indian Institute of Technology (IIT, Roorkee) in Management. Prior to his current role, she was associated with Institute of Technology & Science, Ghaziabad, UP, India, HRIT Group of Institutions, Ghaziabad, UP, India; IIT Roorkee, UK, India and Center for Management Development, Modinagar, UP. She has attended several short term course at Indian Institute of Technology Roorkee, India, IIT Delhi, India; earned NPTEL certificate for Research Writing and Human resource Management.

    She has authored or co-authored more than 10 research articles that are published in journals, books and conference proceedings. She teaches graduate & post graduate level courses in management.She received Ph.D in Organization Behaviour (Psychology) from IIT Roorkee,

    She is the Book Series Editor of Information Technology, Management & Operations Research Practices, CRC Press, Taylor & Francis Group, USA, She is guest editor with IGI-Global, USA.

    Ravindra Sharma, is associated with Himalayan School of Management Studies at Swami Rama Himalayan University, Dehradun, India as an Assistant Professor. He has more than 15 years of corporate and academic experience. He holds degrees of MBA and MCA. He also qualified UGC-NET. He has organized and conducted a number of workshops, summer internships and expert lectures for students as well as faculty. He has published several research papers in referred journals of Emerald, Sage, Springer, IGI Global and Inderscience. He has published books in the area of Internet of Things, Employer branding (working project) with reputed publishers like Nova Science Publishers and IRP publication house etc. Mr. Sharma has contributed chapters in different books published in Springer IGI Global, Tailor & Frances, and Palgrave Macmillan. He has attended various workshops, FDPs, and MDPs. He presented around 24 research papers in national and international.. He has also attended a paper development workshop in the Indian Institute of Management Rohtak, India. He has honored as a session chair and key note speaker international conferences in various universities. His area of research interest is IoT, Employer branding, Entrepreneurship and Talent Management.