Employer Branding as a Catalyst for Effective Talent Acquisition: Insights from Navachethana Livelihoods Pvt. Ltd

This study examines the role of employer branding in talent acquisition at Navachethana Livelihoods Pvt. Ltd., a social enterprise in Karnataka, India. Employer branding, as a strategic tool, enhances organizational attractiveness by communicating mission-driven values, work culture, and employee experiences. Through qualitative analysis of secondary data including recruitment materials, digital presence, and employee testimonials the research identifies key branding components such as purpose alignment, authentic storytelling, and digital engagement that influence candidate perception. Findings reveal that a strong Employer Value Proposition (EVP) improves recruitment efficiency, reduces hiring cycles, and attracts socially motivated talent. However, challenges like limited national visibility and internal-external brand alignment gaps persist. The study contributes to the underexplored domain of employer branding in Indian social enterprises, offering practical insights for HR strategies in purpose-driven organizations.