Employer branding and attracting new talents: an explorative study on novel strategies used by organizations in Sri Lanka

Abstract

This study reveals employer branding strategies adopted by Sri Lankan organizations to attract new talents in new incoming generations to the world of work. This research aims to investigate the human resource managers and practitioners for understanding their view of the employer branding to identify whether an Employer Branding strategy is proactively making a difference and forecasting the new generation of millennial talents looking at this world in line differently. Using qualitative research methodology, Researcher has conducted in-depth, in-person interviews with Human resource managers and practitioners representing diverse industries. The study's findings were derived from the thematic analysis and indicated that most of the participants were adequately aware of what Employer branding is and that they tend to boost employer branding strategies in several ways. The participants also commonly evidence derived from the in-depth interviews, this research concludes the key employer branding strategies from real country HR practitioners, such as; Investing in social listening tools, Candidate relationship management, Company-owned career page, Employee feedback, Reassessing and planning different systems, Diverse inclusion of talents, Shared company core values, EB teams, Employees are the employer branding ambassadors, Deskless workforce engagement and flexible work schedules as brand-boosting strategies.