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

Niyati Vivek Rao & Veena Vohra

NMIMS Management Review2026https://doi.org/10.1177/09711023261418381article
ABDC C
Weight
0.50

What the paper says

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 & Uncles, 2008; Zivnuska et al., 2001). Employer branding has emerged (Lievens et al., 2007; Moroko & Uncles, 2008) as an important talent management tool (Backhaus & Tikoo, 2004). While large firms possess structured employer branding systems, MSMEs face challenges due to low market visibility and limited resources (Das et al., 2024; Łazorko, 2023). Existing models reflect large firm’s context creating a gap in understanding the applicability to MSMEs (Collins & Kehoe, 2009). This article explores how employer branding approaches in MSMEs differ from large organizations, drawing on established models (Backhaus & Tikoo, 2004; Gaddam, 2008) and theories (Psychological Contract [Rousseau, 1989], Signalling Theory [Spence, 1973]).

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https://doi.org/https://doi.org/10.1177/09711023261418381

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@article{niyati2026,
  title        = {{Employer Branding Strategies and Their Impact on Talent Acquisition and Retention in Indian Small and Medium Enterprises (SMEs)}},
  author       = {Niyati Vivek Rao & Veena Vohra},
  journal      = {NMIMS Management Review},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1177/09711023261418381},
}

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

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.