09. Crafting Corporate Identity: The Pivotal Role of Human Resource Strategies in Sculpting Employer Branding in the Sri Lankan Business Arena


1        Introduction

The idea of employer branding has grown in importance in today's economic environment for companies looking to attract and retain top talent. (Backhaus & Tikoo, 2004). In the context of Sri Lanka, economic growth and increased commercial activity has created intense competition for skilled human resources. This report discusses how Human Resource Management (HRM) practices contribute to crafting a compelling & persuasive employer brand in Sri Lanka.

Source (Bhargav, 2021)

2        Employer Branding and HRM

Employer branding is the method of presenting a business to its intended customer base as the employer of choice while coordinating the organization's public image with its employee value proposition (EVP). By creating and enforcing rules that foster a healthy work environment, offering competitive compensation packages, professional development opportunities, and respectful leadership, HRM plays a crucial part in building this EVP (Kumar & Pansari, 2015).

 

Source (Academy to Innovative HR, 2022)

 

3        The Sri Lankan Context

As a result of the highly skilled and talented workforce in Sri Lanka, employer branding is an essential HRM function. Fernando (2016) asserts that businesses who have a strong employer brand have an advantage over their competitors in luring and keeping valuable personnel.

3.1       Evidence from Sri Lankan Companies

John Keells Holdings PLC, a leading conglomerate in Sri Lanka, has an effective employer branding strategy encompassing comprehensive employee development, innovation promotion, and commitment to work-life balance (John Keells Holdings PLC, 2022).

Similarly, Commercial Bank of Ceylon’s use of HRM in solidifying their employer brand is commendable. The bank offers competitive reward systems, substantial training opportunities, and an engaging work environment (Commercial Bank of Ceylon, 2020).

Dialog Axiata has been at the forefront of HR innovation, with its focus on employee empowerment and engagement significantly contributing to its reputation as an employer of choice (Herath, 2022; Dialog Axiata PLC, 2022).

MAS Holdings employs comprehensive talent management and inclusion strategies that have elevated its employer brand, thus attracting a diverse and talented workforce (De Silva, 2023).

 

4        Conclusion

The scenarios from Sri Lankan businesses highlight how crucial good HRM procedures are to creating and preserving a strong employer brand. Strategic implementation of HRM strategies can improve long-term employee retention by fostering a supportive work environment in addition to attracting talented workers.

 

5        References

Academy to Innovative HR, 2022. How to Build a Successful Employer Branding Strategy in 12 Steps - Part I, s.l.: Academy to Innovative HR.

Backhaus, K. & Tikoo, S., 2004. Conceptualizing and Researching Employer Branding. Career Development International, 9(5), pp. 501-517.

Bhargav, M., 2021. Employer Branding: Where HR meets Marketing (Part 1). [Online]
Available at: https://www.linkedin.com/pulse/employer-branding-where-hr-meets-marketing-part-1-bhargav-m-b
[Accessed 13 04 2024].

Commercial Bank of Ceylon, 2020. Annual Report, Colombo: Commercial Bank of Ceylon.

De Silva, R., 2023. The Human Resource Approach of MAS Holdings: A Strategic Tool for Employer Branding. Textile Business Insights, 5(1), pp. 65-79.

Dialog Axiata PLC, 2022. Annual Report, s.l.: Dialog Axiata PLC.

Fernando, M., 2016. The impact of Employer Branding on the formation of Psychological Contract and its influence on Employee Retention: A study within the IT professional services sector in Sri Lanka. ICBT Journal.

Herath, D., 2022. The Role of Dialog Axiata's HR Practices in Shaping Its Employer Brand. Sri Lanka Corporate Review, 4(2), pp. 112-130.

John Keells Holdings PLC, 2022. Annual Report, Colombo: s.n.

Kumar, A. & Pansari, A., 2015. Employer Branding: A new strategic dimension of Indian corporations. IOSR Journal of Business and Management, 17(2), pp. 13-19.

 

 

 

 

 

 

Comments

  1. Gowri PereraApril 13, 2024 at 8:31 PM

    In addition to drawing in exceptional candidates, the strategic application of HRM techniques can increase long-term employee retention by creating a positive work environment.

    ReplyDelete
  2. Rusky AhamedApril 14, 2024 at 2:23 AM

    Employee retention rates are higher in companies where workers feel appreciated, encouraged, and engaged. This helps the business succeed and maintains its standing as an employer of choice.

    ReplyDelete
  3. Priyankara SandaruwanApril 14, 2024 at 4:30 AM

    Employee Branding is very important for retain and attract employees.This blog has well explained about the employee branding, importance of employee branding with evidence from srilankan companies.

    ReplyDelete
  4. Shehan PriyashanthaApril 14, 2024 at 5:52 AM

    Well organized researched content and gives a insight to Srilankan scenario as well

    ReplyDelete
  5. Amina MahmoodApril 14, 2024 at 8:34 PM

    This blog has well explained about the employee branding, importance of employee branding with evidence from Local companies. Great Job.

    ReplyDelete
  6. Dhanushka PathiranaApril 14, 2024 at 10:47 PM

    I appreciate the practical and effective strategies provided in the post for crafting a compelling employer brand, such as building a strong employer value proposition, aligning HR practices with the organizational mission and values, and emphasizing employee engagement and job satisfaction.

    ReplyDelete
  7. Sachini HithakshikaApril 14, 2024 at 11:57 PM

    Employer branding is influenced by HR tactics that draw in top talent, improve employee experiences, and create a great workplace culture. Well described the topic with SL example.

    ReplyDelete
  8. Tharuka LiyanaarachchiApril 15, 2024 at 3:50 AM

    Your report eloquently underscores the pivotal role of HRM strategies in shaping employer branding within the dynamic landscape of Sri Lanka's business arena. By examining prominent companies like John Keells Holdings PLC, Commercial Bank of Ceylon, Dialog Axiata, and MAS Holdings, you provide compelling evidence of how strategic HRM practices contribute to building a compelling employer brand. Overall, a well-researched and insightful exploration of the symbiotic relationship between HRM strategies and employer branding in Sri Lanka.

    ReplyDelete
  9. sudarshiApril 16, 2024 at 1:12 AM

    In this article we have learned Sri Lankan companies demonstrate how important sound HRM practices are to building and maintaining a positive employer brand. In addition to attracting skilled individuals, the strategic adoption of HRM techniques can enhance long-term employee retention by creating a supportive work environment.

    ReplyDelete
  10. PrabodhaApril 16, 2024 at 10:45 AM

    Your post is very important and well explained about Crafting corporate identity hinges on human resource strategies, especially in sculpting employer branding within Sri Lanka's business landscape. These strategies shape how companies are perceived by potential employees, impacting recruitment, retention, and overall organizational culture. Effective HR initiatives can bolster a company's reputation and attractiveness in the competitive market.

    ReplyDelete

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