BANGALORE: Employers need to take up brand building to attract the best talent, says Mervyn Raphael of Performance Consulting International (PCI)-India, an affiliate of a global human resources organisation.

"Promoting an employer as a brand to the world is taken seriously by major companies. Among other aspects, potential employees learn the inherent values of a company and figure out if they can fit into such a value system," says Mr. Raphael. Brand building also helps an organisation that is going through rapid internal changes.

"A company may have specific expectations from an employee beyond technical skills. An organisation may need employees who have good communication skills and the ability to interact with customers," he says.

Talent management and employee performance appraisal are other areas his company specialises in. "Screening potential employees and retaining them, once appointed, has become a more difficult task for companies," says Mr. Raphael.

The problems may be more acute for an organisation undergoing changes. Consulting agencies such as PCI-India then step in to help companies identify employees who can readily get into a "change mode" and also help their colleagues change their mindset.

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