Digital Employer Branding for Enabling Gen Yin ITES Sector in India

Employer Branding as a Contemporary Challenge in the 2020 Workplace; During the Era of Transformational Change

“…Digital innovations and demographic dividend specifically the emergence of Next Generation Employees "Generation Z" are redefining the organizational human capital management practices and employer branding strategy, the sustainability of any organization depends on the talent pool of the employer (Mukherjee et al, 2018). Up to the researcher' s knowledge, very few studies have tackled "Generation Z" perception of the 2020 marketplace in Egypt.…”

“…The increasing presence of Generation Z (means those who were born between the years 1995 through 2010) presents new challenges for employers and is causing many businesses to re-think their working practices, one key factor that differentiates "Generation Z" is that they have grown up in the age of information technology and social media that shaped the way they view the world, including their expectations of the workplace. Moreover, failure to effectively attract and engage these new workers will significantly affects organizations' competitiveness in the long run (Mukherjee et al, 2018).…”

“…Building on the above theory, for organizations to position themselves as an attractive employers, they should be able to attract talents, therefore, the concept of employer branding has been established (Ambler and Barrow, 1996;Backhaus and Tikoo, 2004;Lievens et al 2007). Employer branding is focused on building the brand name of the employer as a great place to work in the job market, it is focused on developing a positive relationship with existing as well as prospective employees, a strong employer brand should be aligned with the organization' s vision, values, strategy and culture, becoming a critical factor in creating employee engagement (Mukherjee et al, 2018). Ambler and Barrow (1996: 187) define EB as: "the package of functional, economic, and psychological benefits provided by employment, and identified with the employing company."…”