Value proposition framework: implications for employer branding

Abstract

Employer branding has drawn the maximum attention of researchers and industry practitioners in recent days. Retaining and attracting current and potential employees essentially require the employers to understand the work value preferences of employees which vary across time and culture. This paper has twin objectives (a) to identify the value proposition frameworks for internal and external employer branding from work value preferences of Indian workforce; and (b) to analyse the effects of demographic variables and their interactional effects on work value preferences of employees. Data were collected from 302 Indian employees from different Indian organisations. Findings suggested six-factor model for internal employer branding and five-factor model for external employer branding. Further analyses (MANOVA) for demographic variables and their interactional effects on work value preferences also revealed significant findings. Value proposition framework and their policy implications in Indian context are discussed in detail.