The Impact of Employer Branding on Employee Relationship Management: En-route Competitive Advantage and Sustainability

Abstract

Sustainability is becoming the key to success in majority of the organisations across the globe and around 62% of the executives consider it to be the trend of the time while other 22% think it to be the future^.1. Research is finding that 21^st century employees are focusing more on mission, purpose, and work-life balance. Companies that invest in sustainability initiatives tend to create sought-after culture and engagement due to company strategy focusing more on purpose ².