Business environment is getting a rapid change, a demand for good product, services or ideas are becoming the key priority for both for the organization and customers. Organizations across the world experiencing same kind of business challenges and hence it is becoming critical for the organization to have talented employee and to retain them for the long term sustainability and competitiveness. To get talent attracted by the organization is getting difficult due to globalization, more generational change and shortage of skilled and competitive people.

Organizations now are in a demand to be more competitive due to high saturation and non differentiation in the product, services or ideas. Additionally, organizations are facing issues including; employee morale falling, low productivity, increase turnover, more absenteeism, poor attitude that results in internal and external dissatisfaction, lack of focus on objectives related to business.

This research would help organization in understanding the perception of the employee so that to align it with the current employee and potential talent out in the market and hence help organization to attract the right talent and hence sharing the expectation for both organization and employee “a win win situation”

Qualitative research aim is gain an understanding of how or why things are as they are. This discussion shall cover how the individual think and visualize the scenario of the topic and what is their understanding. In qualitative research the discussion between the researcher and the respondent would largely be determined by the respondent’s own thoughts and feelings (QSR, 2010).

CHAPTER 1

1.1 INTRODUCTION:

Business environment is getting a rapid change, a demand for good product, services or ideas are becoming the key priority for both for the organization and customers. Organizations across the world experiencing same kind of business challenges and hence it is becoming critical for the organization to have talented employee and to retain them for the long term sustainability and competitiveness. To get talent attracted by the organization is getting difficult due to globalization, more generational change and shortage of skilled and competitive people.

Additionally, organizations are constantly being forced to compete on a universal scale of human resources and are putting efforts to explore how to position themselves and establish themselves as a desirable organization for the future employees.

Despite the uncertain economy the war for talent continues to intensify. Thus the need to attract and retain top performers remains key to business success. By distinguishing oneself from the competition, by promoting strengths and confirming values ensures that a company stays ahead of the pack and becomes an employer of choice during both recession and boom times. Therefore, many organizations are focusing considerable attention and resources on developing a strong employer brand.

1.2 BACKGROUND OF RESEARCH

An employer brand is a collection of ideas and beliefs that influence the way current and potential employees view an organization and the employment experience that organization is offering. It communicates the company’s culture and values and helps to ensure employees are passionate about, and fit in with, the organizational culture to help move the company forward.

The battle of business success is decisive on the basis of good people an organization has vs. its competitors. The organizations are rapidly realizing that good products, services or ideas are not the guarantee for the success unless these are executed by the good people. It is said by Barcham (2010). The inclusive of People and the extension of marketing Ps further validate the need of good people since the bring the change, superiority in the organization and create distinctive advantages over competitor and hence create the image of strong corporation. It is the image of the organization that facilitates the business process and attracts talent towards it. Therefore, the corporate brand supports and enhances the employer brand. For an employer brand to be successful, it needs to incorporate more than just an enhancement of recruitment communications or improved internal communications. It should focus on the entire employment experience, organizational personality, goals and values and reflect a true understanding of what motivates current employees and the candidate market. There is a fanatical consciousness in today’s market that brilliant persons have extra job option than ever previous to, and that brilliant people are challenging more job development, better pay improvement, enthusiasm and novel challenges, and will hold their employer to account on pledges and promises.

In this way employer branding is not an emotional relationship rather rational idea. Therefore, successful employer branding reflects an organization’s ambitions but is definitely supported on the capability to convey on the pledge.

1.3 Rational of research:

Organizations now are demand to be more competitive due to high saturation and non differentiation in the product, services or ideas. Additionally, organizations are facing issues including; employee morale falling, low productivity, increase turnover, more absenteeism, poor attitude that results in internal and external dissatisfaction, lack of focus on objectives related to business.

This research would help organization in understanding the perception of the employee so that to align it with the current employee and potential talent out in the market and hence help organization to attract the right talent and hence sharing the expectation for both organization and employee “a win win situation”

1.4 Research aim and objectives

1.4.1 Research Aim:

The in general, the aim of this employer branding research is to have understanding on the individuality of employer branding in a national framework amongst HR experts and employees. Upon completion of this work, the organization will find strategic direction for its own

1.4.2 Research Questions:

• How potential employees feel about company and its key competitors
• How our organization performs on the most important factors for our target market
• How views differ by different types of staff, division, regions around the world
• What changes we need to make to our EVP overall and by each relevant audience.

1.5 Research Scope:

Having a talent within the organization is fundamental for the successful achievement of organizational objective. This achievement of both qualitative and quantitative objectives is become a challenge if an organization is missing with the right people for the right job. This research would help organization to have clearly defined strategy is the most important factor in achieving employer branding objectives.

This research would provide management the insight that would help organization to align its standards to the external world of employee. This research would be a precursor in engaging the CEO and senior management in the benefits of employer Branding also ranks highly.

1.6 Limitations of research

Some issues regarding the research are being considered. The answers to the quantitative research are an important factor for success and reliability of this research. People from different experience, practice, backgrounds and position are being considered to be part of the research. Moreover, the answers of the sample could be biased due to attachment of respondent with any specific institution because some of the hospitals have their own formulary of drug to be prescribed and advocate. The researcher has acted just an observer avoiding any possibility of influencing or bias respondents‟ answers due to his previous knowledge and experience working within the same industry. Even when the researcher is experienced to the topic in analysis, he did not try to influence respondents to obtained specific results or a specific behaviour from any of them. Finally, the number of questions and their accuracy is presented to reduce any risk of unreliability in this study. The numbers of question were designed to obtain all the information required within the minim