What question did this study set out to answer?

The aim is to explore the impact of employer branding strategies on attracting and retaining talent in Indian SMEs.

February 14, 2026Open Access

Employer Branding Strategies and Their Impact on Talent Acquisition and Retention in Indian Small and Medium Enterprises (SMEs)

Key Points

The aim is to explore the impact of employer branding strategies on attracting and retaining talent in Indian SMEs.
Analyzed employer branding techniques used by Indian SMEs
Compared strategies with those of large organizations
Utilized established models and theories related to employer branding
Identified gaps in employer branding practices specific to MSMEs
Recommended tailored branding strategies for effective talent management
Highlighted challenges faced by MSMEs in adopting structured employer branding

Abstract

The MSME sector plays a vital role in the Indian economy, contributing nearly 30% to GDP and generating employment across industries (Ministry of MSME, 2021). Acknowledging people as a key source of competitive advantage (Wujarso et al., 2023), organizations increasingly focus on attracting and retaining skilled talent (Chambers et al., 1998; Martin, 2008; Moroko Zivnuska et al., 2001). Employer branding has emerged (Lievens et al., 2007; Moroko Łazorko, 2023). Existing models reflect large firm’s context creating a gap in understanding the applicability to MSMEs (Collins Gaddam, 2008) and theories (Psychological Contract Rousseau, 1989, Signalling Theory Spence, 1973).

Employer Branding Strategies and Their Impact on Talent Acquisition and Retention in Indian Small and Medium Enterprises (SMEs)

Key Points

Abstract

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