www.theinternationaljournal.org > RJSSM : Volume: 07, Number: 05, September 2017 Page 77 Role Of Employer Branding In Human Resource Practices Mukesh Kumar (Research Scholar, Department of Commerce & Business Administration, University of Allahabad) Dr. Shrish Kumar Tiwari (Assistant Professor, Department of Commerce & Business Administration, Allahabad Degree College, Allahabad) Abstract: Employer Branding, now a days, is highly appreciated term by Human Resource Planner because it enable them to think strategically for the promotion of Organization image as an employer. Employer Branding is a human resource strategy, which helps management not only to attract and retain the employees but also helpful to regain them as they are valuable and loyal assets at a time. It offers both kinds of benefits that economic and non-economic to existing as well as prospective employees. Initially only product were subject for the consideration as for as branding is concerned but as the growth and development of service sector has taken place, it becomes unavoidable to include human resource of the Organization, which are first and most important factor of production, under this purview. It can significantly improve application rates and put your company in the good position of having a wide pool of talent to choose from. This article is based on secondary data which has been collected from different research paper, thesis and websites. This paper is theoretical in nature to focus how employer branding helps in practice of Human Resource Management. Key words: Employer branding, Prospective employee, Brand image, External branding, Employee engagement, Employee turnover, Employee Value Proposition Introduction: The term “Employer Branding” is quite new and has emerged in the 1990s. Ambler and Borrow, defined employer branding in (1996) “ Employer brand as the package of functional, economic and psychological benefit provided by employment and identified with employing company”. Its main objective is to differentiate from other competitors and to make position as an attractive employer in tight labor market. Employer branding is a Human Resource Management strategy. It is different from other organization in terms of organizational culture, brand image, attracted to talented employee, retained employee, employee commitment, employee engagement and finally employee satisfaction. One of the most basic understandings about brand comes from the definition coined by American Marketing Association (AMA) “Brand is a name, term, sign, symbol, or design or combination of them which is intended to identify the goods and services of one sellers or group of sellers and to differentiate them from those of competitors”. Branding was originally used to differentiate tangible products, but over the years it has been applied to differentiating people, places and organization. The term employer branding suggests the differentiation of an organization characteristics as an employer from those of its competitors. In the words of Dell & Ainspan (2001), organizations have found that effective employer branding leads to competitive advantage helps employees internalize company’s values and assists in employee retention.. According to Steve Gilliver (2009) employer brand identifies an organization in the marketplace and makes it unique. It gives everyone in the organization a handle on what we are, and everyone interested in joining the organization in a clear picture of what to expect. It infuses the firm’s recruitment process and the interaction among people in the organization. Employer branding is therefore about effectively communicating your organization’s values, personality and culture to create the desired perceptions. Employer branding affects every touch point the organization has with the employee, starting with the recruitment and on-boarding process. It then extends to every aspect of their employment including; training and development, support networks,