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The purpose of this study is to identify the impact of Michel Porter's generic business-level strategies adopted by the organisation on its employer branding strategy. Based on the expert’s opinion and insights, this study aims to determine the extent to which the employer branding strategy, its inherent significance, the requisite investment and the used tactics are influenced by the organisation's business strategy.

Considering a phenomenological research design, this study adopted semi-structured interviews as a means to gather qualitative data from a purposive sample comprising HR professionals. The collected data were subjected to thematic analysis, enabling the identification of recurring themes and patterns. Findings and conclusions were subsequently derived in accordance with the outcomes of the thematic analysis.

The study revealed that the significance, nature, challenges and ways of implementation of employer branding strategies vary depending on the type of business strategy adopted by the organisation. While organisations pursuing a differentiation strategy heavily invest in employer branding and placing considerable efforts into developing an appealing employee value proposition, companies pursuing cost leadership invest relatively less in employer branding by implementing cost-effective tactics. Companies implementing a focus strategy demonstrate a moderate level of investment in employer branding initiatives.

The study is limited to IT, manufacturing and banking sectors only. Additionally, the sample of the study is limited.

Employer branding as a strategy has been widely explored in the recent past. Similarly, Michel Porters’ generic strategies have also been widely researched. However, the interconnection between these two levels of strategies presents novel perspectives for business strategists and HR professionals involved in the formulation and implementation of HR strategies. This linkage provides valuable insights that facilitate effective decision-making in relation to employer branding strategies, enabling organisations to prioritise their objectives more effectively.

The existing literature lacks research that investigates the connection between employer branding strategy and business strategy. Hence, this study represents a pioneering effort that aims to explore this unexplored linkage. Further, this research effort has also uncovered previously uninvestigated findings concerning the comparative analysis of employer branding strategies across different sectors while examining the connection between business strategy and employer branding strategy.

The principal aim of this research is to acquire a deeper understanding of the opinion held by the training and development (T&D) professionals, regarding the use of artificial intelligence (AI) technology in the area of T&D. Particularly in response to the evolving needs of learners, the research aims to ascertain T&D professionals' perspective on the efficiency of AI in fostering T&D, while understanding the constraints and limitations associated with this technology.

The study is based on qualitative data. With the help of semi-structured interviews, qualitative data has been collected from 21 T&D professionals. Experts working with multinational corporations (MNCs) are selected as a study sample using a convenient sampling technique. Qualitative data were analysed using thematic analysis. Conclusions were drawn based on the results of thematic analysis.

The findings of the study have revealed a notable and rapid evolution in the requirements of learners, particularly during and post-COVID-19 period. AI-based technology has emerged as a significant contributor, offering learners distinct personalised experiences and enhanced convenience. However, the implementation of AI in training remains in its early stages and has not reached widespread adoption. The findings of the study also highlighted various challenges and limitations, while using AI-based technology for training. It has been found that AI complements rather than replaces the role of a physical trainer.

The originality of this study lies in the application of AI-based training for professional learners, from the perspective of the T&D practitioners working with MNCs in Maharashtra, India. Numerous studies that have recently been published, emphasise the areas in which AI technology can transform the T&D industry. Yet, there are currently very less studies that have attempted to understand the evolving needs of learners and support of AI-based training for the same, from the perspective of the T&D professionals working in Maharashtra, India.

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Employer branding can help recruit better candidates to specific roles, and could yield longer term benefits for employee retention.

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.