Abstract:   In today's competitive world, it has become difficult for organizations to manage and attract a talented workforce. In view of this most firms are using employer branding strategies to attract and retain the employees. In view of its importance, we have developed a new conceptual framework that has five driect hypotheses and three indirect hypotheses. We have collected data from 400 faculty members of the leading business institutes of Karachi. The questionnaire was adapted from the earlier established scales. Smart PLS 3.2 was used for data analysis. This study found that it is important for firms to forego old HR practices and adopt employer branding. The HR manager in the present era required to spend considerable time building the image of the firms by interacting with all the stakeholders of the firms. A strong brand image is not only attractive to new employees but it also enhances the job satisfaction level of the existing employees. Employers branding promotes a conducive environment due to which employees? satisfaction level increases but they also develop a sustainable relationship with firms. Thus both the employees and employers benefit from it.

Keywords:   Employer branding, employee attraction, employee satisfaction, CSR and talent management.

Publisher:   ILMA UNIVERSITY

Published:   28 December 2019

Issue:   Issue 2 : Volume 15

E-ISSN:   2409-6520

P-ISSN:   2414-8393