A STUDY ON IMPACT OF EMPLOYER BRANDING IN SMEs

Abstract

The world of work has dramatically transformed in just over a year, but some things remain same in 2022 . Theijobibenefitsithatiattracteditalentitoiorganizationsibeforeitheipandemicicontinueitoibeiimportantitoiwork ingageiadultsiarounditheiworld.iHowever,isomeiofitheseiattributesiareiincreasinglyicriticaliiniaimoreiremot eiglobaliworkforce.iWeiknowithatiremoteiworkingiarrangementsibroadlyiexpandedisinceitheionsetiofiCO VID19itenditoiresultiinigreateritalentiloyalty.iEmployeribrandiresearchi2022,iglobalireportiOverall,iworkf orceiallegianceihasialsoiimprovedibasedionitheistrongihandlingiofitheicrisisibyimostiemployers,iasitheinum beriwhoiapproveiofitheiriorganization’siactionsivastlyioutnumberithoseiwhoidon’t.iThisiisigoodinewsiforit heiemployeribrandiofimanyiorganizations.i Throughoutitheipandemic,iconcernsiaboutiworkforceistressiandisafety,ilayoffsiandidiminishedijobioppo rtunitiesihaveipersistedithroughoutimanyiorganizations.iWillitheseiforces,iexacerbatedibyitheipandem ic,iaffectihowicompaniesiareiperceived?iHowiwillitheiglobalicrisisichangeitheiwayiemployersiattrac tigreatitalent?iWillitheitopimotivationsiforiswitchingiemploymentichange?iQuestionsisuchiasitheseia reiincreasinglyicriticaliasigrowingieconomiesionceiagainigrappleiwithitalentiscarcity.iSurprisingly,idespi teiallitheiupheavalithatiCOVID19ihasithrustediuponitheiglobalilaborimarket,italentipreferencesiremainim uchitheisame.iTheifactorimostiappealingiaboutianiemployeriisiitsisalaryiandibenefitsiofferingi(citedibyi62 %),ifollowedibyiaigoodiwork-lifeibalancei(58%)iandijobisecurityi(56%).i Similarly,idueitoimassiveilayoffsisinceilastiMarchi(2021),iaimajorityiofisurveyirespondentsiconsiderijo bisecurityitoibeianiessentialiqualityiofianiidealiemployer.iThisiconcernimayibeioneireasonimoreiworking ageiadultsiareiloggingilongeriworkihours.iFurthermore,ijobiinsecurityihasileditoiincreasedisymptomsiof idepressioniandianxiety,iaccordingitoioneistudy.iAsitheseitwoiissuesihaveigrownimoreiconsequentialifo riemployers,itheyialsoipresentianiopportunityitoishowcaseieffectiveipoliciesithatisupportitheiworkforcei initheseiareas,iwhichihelpsitoibolsteriemployeribrand