Vol. 2, Issue 6 (2017)
HR branding: Transforming the thinking in Indian industry
Author(s): Swapna Joshi, Dr. Sameer Narkhede
Abstract: The 90’s was an era of Liberalization, Privatization and Globalization in India, which resulted in making Indian economy one of the fastest-growing economies in the world. With constant reforms, improvement in technology and high FDI investment, 21st century India has become an apt place for business investment that has the potential to create a positive impact on the global economy. These changes were accompanied by changes in business like change in business structure, stakeholder concept and the most important in perception of human resource. Human resource is now considered as the most important resource for the organization. Shrinking business borders and globalization have resulted in business, cultural and talent exchange among countries, which has caused severe alterations in HR functions worldwide. From handling macro issues including global workforce & virtual team management to micro issues such as employee counseling the role of a HR professional has become very challenging. Thus, now there has been a considerable change in functionality, scope, expectation and responsibility of HR department. With this fact into consideration, in this exploratory research, researcher want to highlight various HR issues and challenges in different Indian industries like IT, ITES, retail and FMCG and want to apply the concept of HR Branding as a transformative solution for these issues.