Abstract:
Problem: Due to the shortage of competent and committed individuals, companies are striving hard to
attract and retain resources compatible with their culture. Employer Brand Communication which is
widely used internationally is not very common in many organizations of Pakistan particularly in the
Fertilizer Industry.
Purpose: Adoption of the digital tools and strategically planning the employer value proposition for
effective communication to the prospective candidates and academic institutions is what lead this
research. The purpose of the thesis is to examine the pertinence and beneficial contributions of positive
employer identity of the fertilizer organization- Fauji Fertilizer Bin Qasim Limited in reaching the right
audience.
Methodology: This study has been conducted using the qualitative methodology, with a descriptive and
exploratory purpose and a case study approach. Data has primarily been collected through semi
structured interviews from HR professionals working in the organization.
Findings: Employer branding can become a cherished strength of an organization if utilized both
internally and externally with a well thought out digital strategy. It can help attract potential employees
and also enhance the commitment and loyalty among current employees. Due to the widespread use of
two-way communication digital channels like Facebook, LinkedIn, Twitter etc. a massive volume of
people can be connected and kept informed about the organization’s practices. But for it all to work
successfully the consistency between the internal values and the external image is vital.
