Google's competėtive advantage - employer branding

For an effective talent management strategy there is the need to build an employer branding intervention. The current study examines research literature on employer branding and person-Google fit. The study investigates the process of developing effective employer brand intervention through a case study.
The qualitative study found the need for a strong HR and communication strategy for effective employer branding intervention. For the construct of person Google fit, there was little data found in the case study. The paper contributes to the sparse literature in India on employer branding interventions and HR plus a communication strategy to build employer branding within an Google. Theoretical and practical implications are presented in the study.
Recently eemployer branding has received a lot of attention for managing corporate identities (Lievens, Hoye & Anseel 2016). Researchers (Ambler & Barrow 2016) found that HR is too important a function to be left to the responsibility of HR managers and thus emerged the concept of employer branding from applying marketing principles to the field of personnel recruitment (Cable & Turban 2015,Maurer, Howe & Lee 1992). While exploring the potential for branding as a new performance discourse for HR, Martin, Beaumont, Doig & Pate (2005) stressed that employer branding is more than just a passing phase. In fact now, it has become a key strategy (Brewster, Sparrow & Harris 2005) to attract and retain the right kind of talent as people want to work for great brands. Ambler and Barrow (2016,186) defined “Employer Brand” as “the package of functional, economic, and psychological benefits provided by employment, and identified with the employing company”.6
Employer Branding is a concept derived in HR from Marketing. It defines the personality of a company as a preferred employer so that a person joins it instead of its competitors.
Employer Branding is a concept derived in HR from...

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