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of technology. In India companies like TCS, ICICI Bank, Sapient etc uses the information obtained from such softwares to take strategic decisions (Lewis and Heckman, 2006; Bhatnagar, 2007 cited in Padaki et. al, 2005). The greatest merit of technology as highlighted by Reed (2001) is that it saves time by generating quick reports. Usually in case of the software based assessment and tests there is no compulsory supervision. Moreover, the unavoidable use of computers at every organisation in place of paper and pencil for administrating, training and assessing the employees in large number raises the need of technology (Bartram et al., 1996). On the contrary Bartram (2000) even states that technology is helpful but is not free from limitations. With regard to this he comments that at times technology itself might turn to be the greatest limitation. On the other hand in terms of technology there are issues pertaining to security, confidentiality, and technical issues. As part of the second research question, the level of adoption of technology i.e softwares and tools and its merits and demerits will be investigated in the Indian context.

Employer Branding

Every organisations corporate strategy will have a primary definition of employer branding. In general terms it is how the companies market themselves on what it has to offer the existing and potential employees (CIPD, 2009). According to Brewster, Harris and Sparrow (2003) for most of the organisations there is a link between talent management and employer branding. He noted companies are concerned about their top people and what the key roles they fit into. Hence it is not surprising that the 'war for talent' and shortage of the skilled workforce has raised a need to implement marketing principles to hire potential candidates and differentiate itself from its competitors (Reed, 2001 and Lievens et al., 2002). The author McCartney (2009) declares her findings about the research conducted by CIPD (Chartered Institute of Personnel and Development) on various creative and innovative talent approaches that organisations are currently developing. The author reveals that companies are spending active time in enhancing their company profile to be an employer of preference to ensure that they can easily acquire the talent that is difficult. In another research by HR Focus (2006) it is established that to management talent employer brand is the key driver. Reed (2001:18) adds to it by stating that 'employer brand creates an emotional bonding between the employer and potential employee'. (Reed 2001) suggests that positive messages about the company, employee engagement, campus recruitments, internships, brochures, sponsoring television quiz shows, charity work can be useful to strengthen the employer branding. It seems organisations are spending time in strengthening their relationships with local talent and be a preferred employer so that they are in a strong position to acquire talent which is difficult to find. In a recent research it was found that employer branding is important for talent management and it was identified as the key driver for employer branding. However, in India organisations do not follow employer branding intentionally (Shukla and Bhattacharya, 2007 cited in Budhwar and Bhatnagar 2009).Giving the example of本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。