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 the
monarch of internal communication that needs closer association between marketing, human
resources, and public relations. In the efforts of creating a brand of a company, developing a
successful employer brand is not just a sign of a socially responsible business, but it is also a tool
that help in achievement of competitive advantage in market, it also helps in expanding
employment opportunity, as well as retaining best employees of company. Employer’s reputation
is defined by employer branding to be a potential employer, value proposition of employees, as
distinct to general brand name and consumer’s value proposition. Potential employees notice
values and culture of organization and see if they match with their beliefs. The values comes
from within the organization. In this competitive world and market, a key for growth of
organization to attract and retain right person at the right job. A strong employer brand is
considered as strong tool of business that can relate the values, people strategy, and human
resource policy of organization to corporate brand. 193 respondents is the sample size for the
study. With the help of -test and mean data analysis was performed to identify the result of the
study.