Role of Ethics and Values in Employer Branding: An Empirical Study

Abstract

Values and ethics are majorly needed movement for employer branding. Such efforts fall into themonarch of internal communication that needs closer association between marketing, humanresources, and public relations. In the efforts of creating a brand of a company, developing asuccessful employer brand is not just a sign of a socially responsible business, but it is also a toolthat help in achievement of competitive advantage in market, it also helps in expandingemployment opportunity, as well as retaining best employees of company. Employer’s reputationis defined by employer branding to be a potential employer, value proposition of employees, asdistinct to general brand name and consumer’s value proposition. Potential employees noticevalues and culture of organization and see if they match with their beliefs. The values comesfrom within the organization. In this competitive world and market, a key for growth oforganization to attract and retain right person at the right job. A strong employer brand isconsidered as strong tool of business that can relate the values, people strategy, and humanresource policy of organization to corporate brand. 193 respondents is the sample size for thestudy. With the help of -test and mean data analysis was performed to identify the result of thestudy.