Annexure 1 Extended Abstract

ENROLLMENT NO: 04311809911

NAME OF THE STUDENT: Sakshi Chhabra

EMAIL ADDRESS : sakshi104@yahoo.co.in

Mobile(contact) No.:9871207665

SUPERVISORS NAME: Ms. Shipra Sharma

SUPERVISORS EMAIL ADDRESS : shiprasharma@cdac.in

Paper Title: Employer Brand Leadership-A mandate in Modern HR

Accepted Date and Time of submission of the report by the student to the supervisor

/ Rejected

Recommendations of the supervisor

Signature of the supervisor with date Approved/Not Approved HOD/HOS

Abstract
An Employer brand represents the image a company projects as a potential employer. It defines "the image of organization as a 'great place to work'". Employer branding is defined as a targeted long-term strategy to manage awareness and perceptions of employees, potential employees and related stakeholders with regards to a particular firm .The employer brand builds an image confirming the organization as a good place to work. Leadership is defined as "organizing a group of people to achieve a common goal". It is the ability to adapt the setting so that everyone feels empowered to contribute creatively to solving the problems. It is an ability, i.e a leader has a capacity to do something through talent and skill. Leadership is adaptive i.e that the leader makes adjustments. Leadership empowers i.e a leader inspires confidence and self-esteem. It acts on peoples feelings, i.e a leader finds ways to link to peoples instinct or intuition. It is about solving the problems, which means closing the gap between things as desired and things as perceived. Leadership fosters creativity which includes imaginative use of limited resources. Employer Brand Leadership refers to the art and science of employer branding that has been embraced by leaders of top companies around the world. It defines a practical approach to build a world class employer brand from concept to design, to organization wide integration, to measuring ones return on investment. Strong, capable leadership that works collaboratively to engage managers across functions is the key to a successful employer brand strategy. The biggest influence on an employer branding programme is the strength of the leadership behind the strategy. The most effective and critical activity in an employer branding program includes developing capable managers, This is no different to the impact leadership has on innovation and re-invention, corporate reputation, financial performance, customer relationships or performance management strong leadership is central to the sustainability of any business. Over the past few years, several studies have examined how the leadership styles influence a wide range of variables, including satisfaction, commitment, employees intention to quit and employee performance however, research on Employer Branding is yet in an embryonic stage and the relationship between leadership style and employer branding is sparse. The objective of the study is to understand how the role of leadership plays an major role in making Employer Brand a success . The report also focuses on the fact why Leadership is becoming a necessity in modern HR. This research uses a mixture of explanatory and exploratory approaches since this research aims at finding new relations between different Leadership styles as well as seeking and highlighting new insights. Furthermore, this research will examine if there can be explanations that can clarify the relationship between the Leadership styles and Employer branding. To collect the data for this purpose,

an explanatory approach is applied, which indicates the use of questionnaires, survey, case study and interviews. This report will provide a wider view about leadership styles and major role played by a leader in order to build a world class employer brand . It also provide conclusions on the fact how this Leadership styles plays an important role in building a successful employer brand. The report also covers the key levers for driving the functions of the employer brand leadership capability.