Abstract:

Purpose – It has been observed by the extensive literature review and through observing new work trends that the employer branding concept has an emphasis on employees‟ attitudes and behaviors in respect of choosing the organization or to continue with the same with positivity. Talent acquisition practitioners now a day‟s starts believing on the talent development apart from talent attraction which given rise to internal branding of employer branding, which argue for a wider range of alignment between the employees‟ values and those of the brand employer. However, very few studies have attempted to provide a platform by which the talent within the organization will be developed and keep them in continuous basis in relationship of employer branding. This paper therefore seeks to explore and demonstrate how the concept of internal branding is interrelated with talent retention and further to demonstrate its role in organizational competitiveness.

Methodology/approach  –  Literatures  incorporating  (corporate  branding,  internal  branding, talent management, human resource management and employee retention) were selected for review and examination in terms of their implications for the proposed framework i.e. internal branding will affect talent retention, performance and satisfaction.

Findings – The review of the literature explores and highlights the importance of employer branding and internal branding specially, and it‟s potential to support the talent acquisition. The analysis of the literature reveals important integration between employer branding internally with the different aspects of human resource management and talent management. Along with the definition this study also facilitates a comprehensive understanding of the implications of the concepts for branding and internal brand management.

Keywords- Employer branding, Internal brand management, Employees attitudes, Employee retention.