Ernest Hemingway Essay

Introduction To be a writer you must need to be passion, but most important feel the passion for what you do. It’s not something that grows in one day. Ernest Hemingway and Russell Banks were dedicated writer who enjoyed writing. They both wrote about true stories where the readers will feel identify by the story. Proposal Ernest Hemingway and Russell Banks both wrote about abortion, but in huge different style. As author they have different style in write, and different way to think. In one hand we have Ernest Hemingway with â€Å"Hill like White Elephants†. In this story the theme is abortion, but you have to be carefully to identify the theme, because it is kind of confuse about what the couple were talking; the story seems like if the author was tried to hind it. Hemingway’s typical style is a dialogue between characters; it is continuo he used signal phrase placements in his stories. Also Hemingway used a descriptive language as example: â€Å"the girl stood up and walked to the end of the station. Across, on the other side, were fields of grain and trees along the banks of the Ebro†(275). On the other hand we have Russell Banks with â€Å"Black Man and White Woman in Dark Green Rowboat†. He also wrote about abortion, but he tried to put it a little bit more dramatic; including racism between the couple who were one black and one white. Russell used a more narrative style in his stories, and less dialogue the readers can see dialogue when the story is unfolds contrary to Hemingway. However Russell used more descriptive language. He emphasized in every detail about the story in the landscape, and in the same way for characters. Russell descriptive by used color as example: â€Å"by the time he closed his door the water was smooth again, dark green plain beneath the thick gray-blue sky†(1). Conclusion Each author have a different way to write that’s make them unique and distinct from each other, but in most cases authors used the same theme but in different ways and based in they own experiences.

The Significance of Privilege

Privilege and its significance Privilege is a particular advantage or a particular right which is available for a specific group and or a peculiar individual while opposite to this ; the disadvantage means the group who can non bask those benefits or advantages which the particular group is taking as privilege. In other words, we can state that privilege is a kind of favoritism where one is basking some benefit while the other is non eligible to take that benefit ( Kimberly ; 73 ) . Bing a male, I think that we should non wait for such jurisprudence or we must non propose authorities to go through the policies against favoring but the whole community must work on it to extinguish the construct of favoring. We must hold voice for equality in the society. In article, â€Å"Michael M. vs. Superior Court of Sonoma County† , there was contention non around the instance but around the issue. I feel a review against the suspect that why he charged Michael with statutory colza although it seems a physical colza as it was portraying that Michael forced Sharon until she submitted for the sex. I felt that Michael must non be charged with physical colza because Sharon was besides responsible for the whole bad luck. They drank together ; they left group together, their arousal and their intimacy, it all made the state of affairs of bad luck. By reading this I feel two sorts of privileges were given two Sharon, the first is her gender and the second was age. They both were guilty, but as Michael was of 18 and Sharon was 17, so Sharon was privileged because of her age and Michael was punished merely. Sharon must be punished as she encouraged Michael for this onslaught. This instance is a clear illustration that the privilege is a sort of favoritism. While populating in a same community and society, we do non hold right to know apart our determinations on the footing of age or gender. Both Sharon and Michael must penalize every bit because they were every bit responsible for their Acts of the Apostless. It was right determination to bear down him against the statutory colza but the same determination must be taken for the Sharon as she motivated Michael for the sex. In the instance between Mcleskey V. Kemp, the issue was raised that on the footing of the races, black adult male are punished more often as compared to the white one ( Mcleskey ; 1 ) . We have a clear white privileged over the black disadvantaged in the society of USA. This instance can besides back up my sentiment that privilege is favoritism. While populating in a same society, why two people or group of people is been handling otherwise. White privilege is a set of benefits that white can avail in the same economic, political and societal fortunes but the inkinesss can non avail. This set of benefit includes greater societal position, cultural avowals, and freedom to purchase, drama, move, speak and work freely. White privilege is a sort of racism. I do non state that white people deliberately or accidentally do this favoritism or ache the black one, but they are unfamiliar with their white-color privilege. It is wholly at opportunity that single will be treated as a alone human being but taking into histories the race of a victim or suspect while make up one's minding that if punishment of decease should be imposed. Further, Mcleskey is right that in malice of sing race or colour, it is better to see that what quality does those single posses ( Mcleskey ; 8 ) . Two people may belong to same race but their qualities will be different so in order to convey equality in society, it is of import to detect every individual separately non with the race. By his statements we can state that handling two people otherwise with response to his or her race is besides a privilege for one who will be treated as holding good race over the 1 who is non good in the oculus of judge. In another manner, we can state that this is a racial favoritism where 1 is acquiring benefit over the other. This is why, it is my sentiment that privilege is a sort of favoritism. By taking another illustration of instance held between Rostker v. Goldberg, which was on the determination of the U.S Supreme Court keeping that the pattern of necessitating merely work forces to register for the bill of exchange was constitutional. Robert challenged the bill of exchange enrollment policy of U.S.A. and suit against the manager of Selective service system named Bernard Rostker. After the tribunal Sessionss, it announced that it was legal to register merely work forces for the bill of exchange. Then Robert L. Goldberg challenged in the tribunal that the gender differentiation is unconstitutional for this jurisprudence as it is â€Å"only men† . After 6 to 3 determinations, U.S Supreme tribunal announced that neither this is gender favoritism nor this Act violated the equal protection of Torahs. At the terminal tribunal decided that this Act would remain passed as it is. Although the tribunal does non alter its determination but it is a clear gender based determination where merely work forces will be merely at that place to register for the bill of exchange. In article â€Å"Overcoming Racism in Environmental Decision† , Bullard said that there is a large societal job that is economic and racial minorities are forced to digest the economic loads. Bullard claimed that this environmental unfairness violates societal, geographic, and procedural equity.He besides proposed five basicss of environmental justness to authorities that how to rectify the job. Bullard said that in order to extinguish the ailments of sexism and racism from the society, it is of import to take favoritism from top to down. It can be done by sing the jobs and demands of disadvantaged where necessary and with remarking and reconstituting the universe where would see that how to give benefit to the disadvantaged. Through his survey, it seems clearly that he has believed in it that there is favoritism among different races. I am besides in the same sentiment that society trades different races otherwise which is doing a major rise in the societal ailments. In order to take the societal ailments from the society, it is of import to extinguish favoritism. Bullard survey is really important because of his environmental justness model. There should be â€Å"no forfeit zones† but environmental justness for all. In my sentiment, privilege is merely critical for jurisprudence. The privilege is critical if sound lawful exhortation is to be given in every field. It has a profound centrality in practically every circumstance where lawful counsel is looked for whether it is refering corporate and concern minutess, to household connexions, or to civil prosecution condemnable accusals. Family insider facts, organisation privileged penetrations, peculiar defects and injudiciousnesss all must now and once more be uncovered to the lawyer by the client. Without this benefit clients could ne'er be existent and equip all the important informations that must be given to legal counsellors on the off opportunity that they are to lawfully cheer their clients. It is a constituent that is both indispensable and to a great grade paramount to the working of the legitimate model. It is a consequence of the basic essentiality of the benefit that the burden lawfully rests upon those looking to put aside the benefit to legalize doing such a notable pace. Customer lawful privilege ( CLP ) , often alluded to as â€Å" legitimate proficient benefit † , is a typical jurisprudence right that exists to procure the organisation of equity and the right of people and different elements/associations to get secret counsel about their legitimate fortunes. It secures legitimate advocate given by an lawyer to his or her client ( exhortation benefit ) and interchanges associating to genuine or mulled over suit or tribunal minutess ( prosecution benefit ) . The best possible organisation of equity obliges that clients can talk uninhibitedly and evidently with their lawyer, without trepidation of unveiling any informations pertinent to the lawful counsel they are looking for. It is good comprehended that, without the benefit, legitimate incidents may be postponed or even lost as legal advisers will be unable to suitably talk to their client, or convey pertinent affairs to the consideration of the tribunal. Guaranting pragmatism and genuineness in such correspondences is critical, on the evidences that we live in a complex public sentiment and our Torahs and lawful model are on juncture exceptionally muddled. It is in the public oculus ‘s investing that persons ( numbering organisations ) look for legitimate exhortations about their issues and in looking for counsel don’t hesitate to unveil all important certainties. The multilateral quality of these Torahs is coupled with spread outing dependance on ego ordinance by the group, for case the self rating agreement of appraisal.

Argument Paper on Abusive Families

There is a controversy that children decide whether they should be removed from multiple fighters' strikes at their mother's home and children witness these crimes, but their fathers will not abuse their children. In my opinion, families of domestic violence, whether participating or not, must be removed from their families at once. Parents need to support their children and ensure that the children are safe in a happy, safe and loving environment at home. Household domestic violence and abuse are permanent problems of society. Domestic violence tends to be hidden by emotion, not by being classified as abuse by the victim until it becomes a problem of recurrence. In fact, most of the unreported violence is due to the desire of the victim to protect the criminal. Media often creates news articles and articles on the most sensitive cases of domestic violence. Violence and abuse are one of the most troublesome tasks the family faces today. Abuses may occur between spouses, between paren ts and children, and among other families. Since many cases of spousal abuse and child abuse have not been reported, it is difficult to determine the frequency of domestic violence. In any case, research indicates that abuse (reporting or not) has a major impact on the family and society as a whole. Domestic violence is a major social problem in the United States. It is often said that violence is among families and families, especially spouses. Family sociologists have created the term intimate partner violence (IPV) in order to include unmarried, living together, same-sex couples. Women are the main victims of intimate partner violence. It is estimated that one quarter of women experienced some form of IPV in their lives (compared to one in seven females) (Catalano 2007) Definition of Domestic Violence * Domestic violence is the abuse of power, trust or dependence in the family and risks the survival, safety or happiness of others. This includes a variety of abuses such as spousal abuse, abuses and classes of the elderly, child abuse and school, child abuse, parent abuse, testimony to others in the family. Domestic violence includes some or all of physical abuse, psychological abuse, crime harassment / pursuit, abuse, sexual abuse, economic abuse and spiritual abuse. There are many kinds of domestic violence. Partners, carers or families cause control, domination, or fear of violence, abuse or intimidation. It is not necessarily physical abuse. There are emotional, psychological, economic, sexual, or other kinds of abuse (including animal cruelty against pets, damage to individuals and common property). Children living in connection with abuse acts are considered to be at risk of being harmed by direct or indirect harm by witnessing the abuse of their parents or carers. Children living in families of domestic violence or domestic violence are at higher risk of sexual abuse. Continued abuse and even such abuses can lead to serious problems affecting children' s personal, healthy, educational, and social development Argument Paper on Abusive Families There is a controversy that children decide whether they should be removed from multiple fighters' strikes at their mother's home and children witness these crimes, but their fathers will not abuse their children. In my opinion, families of domestic violence, whether participating or not, must be removed from their families at once. Parents need to support their children and ensure that the children are safe in a happy, safe and loving environment at home. Household domestic violence and abuse are permanent problems of society. Domestic violence tends to be hidden by emotion, not by being classified as abuse by the victim until it becomes a problem of recurrence. In fact, most of the unreported violence is due to the desire of the victim to protect the criminal. Media often creates news articles and articles on the most sensitive cases of domestic violence. Violence and abuse are one of the most troublesome tasks the family faces today. Abuses may occur between spouses, between paren ts and children, and among other families. Since many cases of spousal abuse and child abuse have not been reported, it is difficult to determine the frequency of domestic violence. In any case, research indicates that abuse (reporting or not) has a major impact on the family and society as a whole. Domestic violence is a major social problem in the United States. It is often said that violence is among families and families, especially spouses. Family sociologists have created the term intimate partner violence (IPV) in order to include unmarried, living together, same-sex couples. Women are the main victims of intimate partner violence. It is estimated that one quarter of women experienced some form of IPV in their lives (compared to one in seven females) (Catalano 2007) Definition of Domestic Violence * Domestic violence is the abuse of power, trust or dependence in the family and risks the survival, safety or happiness of others. This includes a variety of abuses such as spousal abuse, abuses and classes of the elderly, child abuse and school, child abuse, parent abuse, testimony to others in the family. Domestic violence includes some or all of physical abuse, psychological abuse, crime harassment / pursuit, abuse, sexual abuse, economic abuse and spiritual abuse. There are many kinds of domestic violence. Partners, carers or families cause control, domination, or fear of violence, abuse or intimidation. It is not necessarily physical abuse. There are emotional, psychological, economic, sexual, or other kinds of abuse (including animal cruelty against pets, damage to individuals and common property). Children living in connection with abuse acts are considered to be at risk of being harmed by direct or indirect harm by witnessing the abuse of their parents or carers. Children living in families of domestic violence or domestic violence are at higher risk of sexual abuse. Continued abuse and even such abuses can lead to serious problems affecting children' s personal, healthy, educational, and social development

Human and Animal Interrelationships from Domestication to Present Term Paper

Human and Animal Interrelationships from Domestication to Present - Term Paper Example Additionally, the roman farmers used various tools for farming. They used the ard to plough the land because it could break the soil into fine particles. According to Gedacht (9) they ploughed the land in right-angled directions to create an even surface. At times, the soil was heavy because it contained roots and vines. This forced the farmers to use heavy oxen to plough the land. During harvesting, they used sickles and scythes. However, they improved the sickle by moving the lever at a slant to the hilt to ensure minimal strain on the arm. Additionally, they developed an animal driven machine that could remove the crop’s head and insert into a container. During the hot climate, irrigation was vital for favorable crop growth. The farmers constructed dams and reservoirs lined with water-resistant cement to provide the requisite water to enhance production (Gedacht, 12). Irrigation was vital in dealing with the growing population because it assisted in sustaining the food grai ns output. These farmers exercised hoeing and weeding in a similar way as the present non-mechanized communities. They had adequate knowledge of growing diverse crops concurrently to minimize weed growth. Additionally, they were also conversant with the benefits of manure. This prompted them to graze their livestock on fallow land because this approach would replenish the land with manure (Frank 10). Additionally, the farmers incorporated the rotary practice in milling grain, a development that resulted to setting up of a water mill. However, the outcome of the diverse milling methods was varied flour grades. Hand milling was also an important practice among the Roman farmers. One hand controlled the mill while the remaining hand fed the machine with grains. Animal husbandry was prevalent among the Romans. They used donkeys and oxen during work and reared sheep for milk and wool. Apart from provision of food, the farmers reared goats because they provided hair for

Management communication - memo Assignment Example | Topics and Well Written Essays - 250 words

Management communication - memo - Assignment Example It is an inter-level choice because of one heading and use of white space to stress points. It is also an extra-level choice because of using information displays of green blocks with information being stressed the bottom of the document. The document has used a framework of imaginary columns to merge graphic elements. The document can be improved utilizing headings to set points, using more than one font, as well as color moderation (Glushko & McGrath, 2008). Page Design 3: It is within the intra-level of design because of the use of different fonts and sizes, some in italics and others in bold. It is also an inter-level choice because of the different headings of different fonts and sizes. The document uses white space to accentuate points. It is also an extra-level choice because of using a colored picture at the centre of the document, and four other graphical pictures, which are black and white, evenly distributed within the document. The document is within the supra-level of document design because of the paper size change, grids that delineate the look of every section of the document. The document can be improved by utilizing one or two fonts, as well as using color highlights (Garcia, 2007). Page Design 4: It is within the intra-level of design because of the use of one type of font in bold. It is an inter-level choice because of the dissimilar headings of different sizes. The document utilizes white space to highlight points. It is also an extra-level choice because of using a colored picture placed at the bottom center of the document. It is also within the supra-level of document design because of the, color formats, grids that describe the look of every section of the document. The document can be improved by using two fonts or less and putting important elements in the top left and lower right quadrants of the page (Carliner et. al.,

Tourism Marketing Essay Example | Topics and Well Written Essays - 1250 words

Tourism Marketing - Essay Example This pressure on the industry has been further compounded on by the operational environment on the supply side that has to keep pace with influencing factors such as the rapid globalization and technological advancements (Kozak and Baloglu 2011). This paper seeks to identify the various components of marketing in the tourism industry marketing with special emphasis on strategy formulation and implementation. As a reference, the choice destination that has been identified is the Turkish tourism sector. First, it is important to review the chosen destination. Overview of Turkey as a Tourist Destination Turkey has an estimated population of over 73 million people; the country is known to be one of the most populous states with a higher number of Muslims that is a member of the European Union. It has also been cited as one of the nations that is a cradle for human civilization. On the tourism segment, the country is a world-beater for destination marketing. This can be illustrated by the impressive performance of its resorts and destinations in comparison with other European destinations (Andreu et al 2005). Moreover, statistics indicate that the country has 16 international standard airports, over a million combined bed capacity, 9000 licensed tourists’ guides, 568 travel agencies and 258 beaches (Goturkey 2012). Evaluating the market niche based on tourists’ attraction sites, Turkey offers some of the best tourist destinations in the world. From the minaret filled skyline of the famous Istanbul to the Roman ruins found along south west Coasts, the country boasts of a variety of fascinating and memorable attractions that compares with the world’s top destinations (Turopia 2010). Also of importance are the attractive beaches of the Antalye and the seaside resorts found along the mountains of the eastern side of the Black sea. The major tourist destinations commonly liked by most tourists locally and internationally include Aspendos Theatre, whi ch was built around 155 AD during the reign of the Roman emperor Marcus Aurelius with a capacity to host between 15000 to 20000 people. Next there is the famous Patara beach, a historical scenic beauty as it is considered the cradle of the endangered Loggerhead turtle (Turopia 2010). It is also said to be the birthplace of the 4th century Byzantine bishop St. Nicholas who became the legend Santa Claus. It has massive stretches of sand, which overlaps to about 9 miles, by coverage. It is also supported by ancient Lycian and Roman ruins and swooping dunes with no visible building a part from a small cafe. The mentioned attraction sites are just but a few among the numerous destinations scattered in different regions across the Turkish nation. This calls for a sound marketing research, analysis and evaluation so that an appropriate strategy is arrived at. This will be discussed in the following section. Marketing and the Different Sectors The tourism industry has unrivalled contributio n to many economies as compared to other industries (Tsiotsou and Goldsmith 2012). However, for this potential to be tapped at higher levels in Turkey and elsewhere in the world, it is important that there is an appropriate marketing plan and strategy that has been put in place. The tourism industry is divided in different sectors that require different marketing approaches. The Turkish tourism has been broadly divided into four main categories that include natural attractions,

Critique about the reading Essay Example | Topics and Well Written Essays - 500 words

Critique about the reading - Essay Example All the examples are too numerous to name in this critique, but one occurs right on page two. It goes, â€Å"In communication we have a tendency to focus on the information (in media and in the environment) and the sensory systems that gather it abstractly. That is removed from time and space.† The second sentence does not make a very good independent clause. So that the reader does not have to stop and figure this statement out it can simply read, â€Å"...environment), and the sensory systems that gather it abstractly and are removed from time and space. Spell checker could fix a lot of other errors. It is bogged down by several other problems, but its biggest issue can be summed up in a few words: It does not discuss how the points it makes relate to media. This is a huge problem because the reader consumes about two dozen pages of knowledge without learning how statements, largely based in science, tie into media. For example, in the beginning on page 3 in Perceptual Systems the author claims that the reader does not need to get bogged down by overly scientific examples. However, it goes on to break this promise by page four when it delves into visual perception and talks about neurons and ventral and dorsal pathways to the brain. As this scientific jargon flows freely it becomes quite evident to the reader that all these sentences could be summed up as: Our eyes perceive the world around us and make us aware of our world by helping us identify what things are, and where they are. Once it gets whittled down to this simplistic statement the truth becomes obvious -- this is info rmation everyone already knows. Why talk about it? This is still relatively close to the beginning of chapter two, and it starts right here by never tying any of this obvious information into a media related point. Throughout chapter two the writing is also overly wordy, even to the point of seeming geeky at times; as if the writer reveled in knowing the knowledge and simply

Response Paper Essay Example | Topics and Well Written Essays - 1000 words - 2

Response Paper - Essay Example The readings by Colin H. Kahl, gives a clear definition of conflicts that can lead to physical aggression. It is also suggests reasons why political concepts such as ecologic security are unable to deal with problems resulting from transformation. The paper tries to explore the evidence and arguments expresses in other articles to propose as well as oppose the notion. Since the year 1990, Kenya as a country has gone through an obvious decay in security human condition from the mushrooming insignificant transgression to the start of ethnic cleansing. The local and the worldwide press frequently discuss the incident of the ever rising cases of criminal offenses and insecurity. The reading disaggregates the different forms and localities that bloodshed took place and the dynamics that binds them. Problematizing the relations between the state and the society transcends beyond the state incapability to uphold security in the country. At times this plays a role in encouraging and at times aggressively incites violence. Environmental degradation relates directly to political stability in a country. In the past civil and over the past several decades, civil and tribal wars have destabilized the chances for economical advancement as well as political development in the developing countries. This resulted to loss of lives of many citizens while some were left homeless as in the case in Kenya during ethnic violence in 1991(Foucault et al 2009). Statistics shows that demographic and ecological challenges coupled with interactions between the population increase, ecological degradation and rising scarcities of fundamental natural aspects of survival signify the cause of wars in the present world. Kahl suggests that the situation leads to tension in the work places thus leading to massive pressure on the societal groupings and the government. This issue has resulted to increase in occurrence of armed conflict in the developing countries. He

ExxonMobil Corporation Research Paper Example | Topics and Well Written Essays - 4000 words

ExxonMobil Corporation - Research Paper Example The modern history of the US oil and gas industry began in the latter half of the 19th century with the first commercial oil drilling venture in Pennsylvania. The period 1955 - 2002 saw an important era in the US oil and gas industry. In spite of large scale production, the US saw itself drawing down its reserves of both oil and gas during this period. The US increased its reliance on foreign oil during the 1950s and 1960s. In 1960, the Organization of Petroleum Exporting Countries (OPEC) was formed. Various political and economic events, in particular the wars in the Middle East during the late 1960s and 1970s had substantial impacts on the world oil and gas industry. Prior to 1955, the US was both the largest producer of oil in the world with over 60 percent of world production and a net exporter of oil. A SWOT Analysis has been conducted to scan the internal and external environment that surrounds the company. With the aid of the analysis, a TOWS matrix has been drawn so as to study the challenges faced by the company and form strategies to counter these challenges. The modern history of the US oil and gas industry began in the latter half of the 19th century with the first commercial oil drilling venture in Pennsylvania. The period 1955 - 2002 saw an important era in the US oil and gas industry. In spite of large scale production, the US saw itself drawing down its reserves of both oil and gas during this period. The US increased its reliance on foreign oil during the 1950s and 1960s. In 1960, the Organization of Petroleum Exporting Countries (OPEC) was formed. Various political and economic events, in particular the wars in the Middle East during the late 1960s and 1970s

Exam question Essay Example | Topics and Well Written Essays - 1250 words

Exam question - Essay Example Furthermore, overseas empires were created for the sake of prestige since during this period; most of the main European powers rivaled one another on the continent. The main European powers, such as Britain, France, Spain and the Netherlands, as a result of their rivalry on the European continent, sought to show their superiority overseas and this is the reason why such nations as Spain developed huge empires in the Americas and in Asia. Anti-Semitism had a long history in Europe and it had developed over the centuries to become one of the bases upon which most of the views concerning Jews in European society were made. The Dreyfus Affair was one of the most blatant shows of anti-Semitism to be displayed in nineteenth century Europe and this is mainly because of the fact that most of the accusations made against Dreyfus were false. The Dreyfus Affair was mainly driven by the feelings of humiliation that France still felt over the loss of Alsace and Lorraine to Germany in 1871 and it is for this reason that Alfred Dreyfus, a Jewish officer in the French Army, came to serve as a useful scapegoat. One of the main reasons for the development of the accusations of treason against him was because he was a Jew from Alsace and his Jewishness alone made him a culprit in the eyes of the law and the state. The belief that Jews were a treacherous people made it people for a significant part of the French public to believe the a ccusations against him. Many European nations can be blamed for the occurrence of World War I and this is because of their tendency several years before the war to form alliances which were based on protecting one another from attacks from countries which were not members of their alliances. For instance, Britain, France, and Russia formed the Triple Entente and this was an alliance based on mutual protection so that if any of the countries named above was attacked, the other

Macbeth by Shakespeare Essay Example for Free

Macbeth by Shakespeare Essay Shakespeares play Macbeth follows the tragic downfall of a great man. Macbeth was once thought of as noble and valiant but by the end of the play, a dead butcher. The murder of King Duncan marks the beginning of Macbeths downfall. This is more a result of Macbeths vaulting ambition than his belief in the supernatural. However, it is Macbeths belief in the supernatural that makes him continue on the path to downfall and ultimately lose all his honourable qualities. In Macbeth the witches symbolise the supernatural. The weird sisters evoke Macbeths ambition; they know how Macbeth will react to their prophecies so they toy with him and deceive him by saying one thing but meaning another. The witches have no conscience; they cause mischief on purpose and enjoy it. The witches provide the foundation for Macbeths downfall by telling him that he shalt be king hereafter. When Macbeth hears the witches prophecies, horrible imaginings are opened in his mind. Unlike Banquo who dismisses the witches prophecies, Macbeth contemplates regicide. The witches plant the seed to Macbeths downfall. He wants the witches to stay, you imperfect speakers. Tell me more. This shows that Macbeth believes in the idea that he can be king, and that he perhaps has thought about regicide before. Lady Macbeth is also a large contributing factor to the regicide. If Lady Macbeth was not behind Macbeth plotting the death of King Duncan and manipulating Macbeth into doing The deed, none of the deaths would have occurred, therefore there would be no downfall for Macbeth. Macbeth believes that if chance will have me king, why chance may crown me without my stir, whereas after Lady Macbeth reads the letter Macbeth sends to her, without hesitation, she thinks of regicide. Lady Macbeth knows that Macbeth is too full othmilk of human kindness and that she will have to persuade him. Despite Macbeth wanting to proceed no further of this business, Lady Macbeth convinces him by questioning his pride, but screw your courage to the sticking-places, and saying that only when you durst do it, then you were a man. Lady Macbeth sees her femininity as an obstacle towards achieving her ambition, so she calls upon you spirits that tend of mortal thoughts to stop up the access and passage to remorse.After Macbeth is settled and bend up about the murder of King Duncan, he develops a guilt complex which causes  him to see hallucinations. Just before Macbeth carries out the regicide, he sees an illusion of a dagger, he questions is this a dagger which I see before me, or a dagger of the mind, a false creation. Macbeth slowly becomes more and more paranoid. Immediately after the regicide he thinks he hears voices crying sleep no more! Macbeth does murder sleep. The more paranoid Macbeth becomes the more people he murders, and the more people he murders the more paranoid he becomes, this is one of the reasons for Macbeths downfall. Macbeth also murders Banquo, because he suspects Banquo of knowing the truth. However, afterwards at the banquet, Macbeth sees apparitions again, this time the ghost of Banquo. Macbeth develops paranoia, which leads Macbeth to go find the witches again to seek guidance. The loss of Macbeths honourable qualities and the reason Macbeth continues on the road to downfall is ultimately caused by his belief in the supernatural. Macbeths belief in the supernatural uncovers his fatal flaws. Because of Macbeths belief in the supernatural, he goes to find the witches again, and after seeing the apparitions he feels indestructible. Macbeth becomes overly ignorant, arrogant and exceedingly paranoid, he lets his belief in the supernatural get the better of him. Macbeth relies too much upon the witches apparitions; he has no doubts and believes I bear a charmed life which most not yield to one of woman born. Macbeth feels that no one can harm him and take his throne, so he tells the servants to bring me no more reports, let them fly all. Macbeth does not care about anything any longer; he truly and completely believes he is invincible. Despite the witches telling Macbeth the prophecies and Lady Macbeth pushing him to murder the King, it was Macbeth that commits the regicide and continues on to the murder of Banquo. Macbeths downfall is a result of his belief in the supernatural. His weakness is relying too much upon the witches apparitions, which subsequently unveiled all his personality flaws and ultimately caused his downfall.

Impact of Employer Branding on Employee Performance

Impact of Employer Branding on Employee Performance Acknowledgement Apart from the efforts put by me, the success of any project depends largely on the encouragement and guidelines of many others. I take this opportunity to express my gratitude to the people who have been instrumental in the successful completion of my Thesis. I am heartily thankful to my Thesis Guide- Prof. Robin Thomas, whose encouragement, guidance and support from the initial to the final level enabled me to develop an understanding of this subject. The guidance and support received from all the members who contributed and who are contributing to this research, was vital for the success of this Thesis. I am grateful for their constant support and help. OBJECTIVE: To study the impact of Employer Branding on Employee Performance in the organizations in todays scenario. Also, to study the impact of effective Employer Branding on perceptual and objective areas of Performance Management. ABSTRACT Employer branding is the development and communication of an organizations culture as an employer in the marketplace. It conveys the organizations value proposition the totality of the organizations culture, systems, attitudes, and employee relationship along with encouraging its people to embrace and share goals for success, productivity, and satisfaction both on personal and professional levels. Employer branding represents a firms efforts to promote, both within and outside the firm, a clear view of what makes it different and desirable as an employer. In recent years employer branding has gained popularity among practicing managers. The importance of managing employee perceptions has given rise to the contemporary notion of Employer Brand. This is essentially the brand the employer projects to existing and potential employees via the chain of communication touch points ranging from recruitment intermediaries through to line managers. However one of the major issues in Employer Branding is how to measure an employer brand, what value does the employer brand have? Ultimately, a strong employer brand should contribute to the performance and success of the organization. The workforce is the real driver of profits in todays business world. Employer Branding helps in recruitment and retention of the best of talents. It has its impact in many areas of Human Resource Management like Employee Loyalty, Employee commitment, Employee retention and one of these areas which should get highly affected by this concept is Employee Performance. The strength of an organizations brand has a significant impact on the performance of its employees. A strong Employer Brand has a significant influence in the employees performance and that a strong product brand can essentially support the development of the employment brand. These days companies make a lot of investments in this concept of Employer Branding, thus studying the extent of its impact on Employees Performance in these organizations has become a vital need in todays scenario. THE SCOPE/COMMERCIAL VIABILITY OF THE STUDY * To study the concept of Employer Branding and its evolution over a period of time. * To study what it takes for an organization to build a magnetic Employer Brand. * To study the causes that lead organizations to focus more on this concept of Employer Branding. * To study the extent to which this process of Employer Branding helps the organizations to improve Employee Performance and what impact it has on other areas like Employee Loyalty and Employee Retention. * To study Employees Brand Based Equity and its impact on Employee Performance. * To study the benefits gained by the organizations as well as the obstacles faced by the organizations in the development and implementation of this process of Employer Branding. * To study the ways by which the impact of Employer Branding Process can be measured with Employee Performance being a major area of focus. METHODOLOGY The conceptual study of the thesis will be done through literature reviews. Descriptive research design will be used to get an idea of the implementation of this concept. Also, Causal research design will be used to understand the relationship between the variables under study to reach reliable and valid conclusions. The method of Probability sampling will be used to carry out the required surveys. Hereby, the method of Stratified Random Sampling will be used. The use of these methods and Research Designs would make the study more concrete and reliable. SOURCES OF INFORMATION  · Secondary data collection will be done through websites, literature study, journals, magazines and articles.  · Primary data collection will be done through interviews of professionals and subject experts. Also, the questionnaires will be used to carry out the surveys of the Target Audience. * The target audience would be the H.R [Senior Level] and Subject Experts. Study would be conducted across sectors and around Five Industries would be taken under study. Five Firms would be taken for survey purpose under each Industry. So in all, 25 H.R [Senior Level] across sectors and Five Subject Experts would be surveyed. Sample size would be 30. Note: The thesis has to be divided in three parts. The first part would talk about the following: * The meaning and background of Employer Branding, the dimensions of Employer Branding, etc. * The meaning and background of Employee Performance and how it is defined. * How are Employer Branding and Employee Performance related. The second part would be of Industry research which would include study of various industries taking into consideration various units under various industries. It would include data analysis and data interpretation. The third part would include the derivations of the study. It would include key findings and learning and suggestions. Chapter 1. Introduction to Branding 1.1 Defining a Brand Branding has been around for centuries as a means to distinguish the goods of one producer from those of another. In fact, the word brand is derived from the Old Norse word brandr, which means â€Å"to burn, as brands are the means by which owners of livestock mark their animals to identify them. According to the American Marketing Association (AMA) a brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.† Technically speaking, then, whenever a marketer creates a new name, logo, or symbol for a new product, he or she has created a brand. Thus, the key to creating a brand, according to the AMA definition, is to be able to choose a name, logo, symbol, package design, or other attribute that identifies a prod ­uct and distinguishes it from others. These different components of a brand that iden ­tify and differentiate it can be called brand elements. A brand is therefore a product, but one that adds other dimensions that differentiate it in some way from other products designed to satisfy the same need. These differences may be rational and tangible—related to product performance of the brand—or more symbolic, emotional, and intangible—related to what the brand represents. One mar ­keting Observer put it this way. More specifically, what distinguishes a brand from its unbranded commodity counterpart and gives it equity is the sum total of consumers perceptions and feelings about the products attributes and how they perform, about the brand name and what it stands for, and about the company associated with the brand? 1.2 Why Brand? More and more firms and other organizations have come to the realization that one of their most valuable assets is the brand names associated with their products or services. In an increasingly complex world, individuals and businesses are faced with more and more choices but seemingly have less and less time to make those choices. The ability of a strong brand to simplify consumer decision making, reduce risk, and set expectations is thus invaluable. Creating strong brands that deliver on that promise, and maintaining and enhancing the strength of those brands over time, is thus a management imperative. Emile Durkheim in Elementary Forms of The Religious Life explains the religion of the Australian Aborigines. The concept of a church as Durkheim defines it is ‘a shared feeling of a special kind. It is group dynamics, the act of assembling for a common purpose, that creates the feeling of being in the presence of a spirit greater than the individual, a sacred feeling of being in the presence of a spirit greater than the individual, a sacred feeling that strikes a chord with our deepest longings. Brands, too, strike chords. However, striking the right chord is both difficult and often costly. There are no guarantees of the result, although there is a clear difference in the growth of financial value if we compare companies that have done at least a little branding and those that havent branded themselves at all. 1.3 Why do Brands matter? Creating a successful brand entails blending all these various elements to ­gether in a unique way—the product or service has to be of high quality and appropriate to consumer needs, the brand name must be appealing and in tune with the consumers perceptions of the product, the packaging, promo ­tion, pricing and all other elements must similarly meet the tests of appropri ­ateness, appeal, and differentiation. An obvious question is why are brands important? What functions do they per ­form that make them so valuable to marketers? One can take a couple of per ­spectives to uncover the value of brands to both consumers and firms themselves. 1.3.1 To Consumers As with the term product, this book uses the term consumer broadly to encompass all types of customers, including individuals as well as organizations. To consumers, brands provide important functions. Brands identify the source or maker of a product and allow consumers to assign responsibility to a particular manufacturer or distributor. Most important, brands take on special meaning to consumers. Because of past experi ­ences with the product and its marketing program over the years, consumers learn about brands. They find out which brands satisfy their needs and which ones do not. As a result, brands provide a shorthand device or means of simplification for their product decisions. If consumers recognize a brand and have some knowledge about it, then they do not have to engage in a lot of additional thought or processing of information to make a product decision. Thus, from an economic perspective, brands allow consumers to lour search costs for products both internally (in terms of how much they have to think) and externally (in terms of how much they have to look around). Based on what they already know about the brand—its quality, product characteristics, and so forth— consumers can make assumptions and form reasonable expectations about what they may not know about the brand. Brands can also play a significant role in signaling certain product characteristics to consumers. Researchers have classified products and their associated attributes or benefits into three major categories: search goods, experience goods, and credence goods. With search goods, product attributes can be evaluated by visual inspection (e.g., the sturdiness, size, color, style, weight, and ingredient composition of a product). With experience goods, product attributes—potentially equally important—cannot be assessed so easily by inspection, and actual product trial and experience is necessary (e.g., as with durability, service quality, safety, and ease of handling or use). With cre ­dence goods, product attributes may be rarely learned (e.g., insurance coverage). Because of the difficulty in assessing and interpreting product attributes and benefits with experience and credence goods, brands may be particularly important signals of quality and other characteristics to consumers for these types of products. Brands can reduce the risks in product decisions. Consumers may perceive many different types of risks in buying and consuming a product: *Functional risk: The product does not perform up to expectations *Physical risk: The product poses a threat to the physical well-being or health of the user or others *Financial risk: The product is not worth the price paid *Social risk: The product results in embarrassment from others *Psychological risk: The product affects the mental well-being of the user *Time risk: The failure of the product results in an opportunity cost of finding another satis ­factory product Although there are a number of different means by which consumers handle these risks, certainly one way in which consumers cope is to buy well-known brands, espe ­cially those brands with which consumers have had favorable past experiences. Thus, brands can be a very important risk-handling device, especially in business to business settings where these risks can sometimes have quite profound implications. 1.3.2 To Firms Brands also provide a number of valuable functions to firms. Fundamentally, they serve an identification purpose to simplify product handling or tracing for the firm. Operationally, brands help to organize inventory and accounting records. A brand also offers the firm legal protection for unique features or aspects of the product. A brand can retain intellectual property rights, giving legal title to the brand owner. The brand name can be protected through registered trademarks, manufacturing processes can be protected through patents, and packaging can be protected through copyrights and designs. These intellectual property rights ensure that the firm can safely invest in the brand and reap the benefits of a valuable asset. As noted earlier, these investments in the brand can endow a product with unique associations and meanings that differentiate it from other products. Brands can signal a certain level of quality so that satisfied buyers can easily choose the product again. This brand loyalty provides predictability and security of demand for the firm and cre ­ates barriers of entry that make it difficult for other firms to enter the market. Although manufacturing processes and product designs may be easily duplicated, last ­ing impressions in the minds of individuals and organizations from years of marketing activity and product experience may not be so easily reproduced. In this sense, brand ­ing can be seen as a powerful means of securing a competitive advantage. 1.4 Can anything be branded? [Can organizations be branded?] Brands clearly provide important benefits to both consumers and firms. An obvious question, then, is, How are brands created? How do we brand a product? Although firms provide the impetus for brand creation through their marketing programs and other activities, ultimately a brand is something that resides in the minds of consumers. A brand is a perceptual entity that is rooted in reality, but it is also more than that, reflecting the perceptions and perhaps even the idiosyncrasies of consumers. To brand a product it is necessary to teach consumers who the product is by giving it a name and using other brand elements to help identify it—as well as what the product does and why consumers should care. In other words, to brand a product or ser ­vice, it is necessary to give consumers a label for the product (i.e., heres how we can identify the product) and to provide meaning for the brand to consumers (i.e., heres what this particular product can do for we and why it is special and different from other brand name products). Branding involves creating mental structures and helping con ­sumers organize their knowledge about products and services in a way that clarifies their decision making and, in the process, provides value to the firm. The key to brand ­ing is that consumers perceive differences among brands in a product category. As noted earlier, brand differences often are related to attributes or benefits of the product itself. In other cases, however, brand d ifferences may be related to more intangible image considerations. The universality of branding can be recognized by looking at some different product applications. As noted previously, products can be defined broadly to include phys ­ical-goods, services, retail stores, online businesses, people, organizations, places, or ideas. Brands extend beyond products and services. People and organizations also can be viewed as brands. The naming aspect of the brand is generally straightforward in this case, and people and organizations also often have well-defined images understood and liked or disliked by others. This fact becomes particularly true when considering public figures such as politicians, entertainers, and professional athletes. All of these different public figures compete in some sense for public approval and acceptance and benefit from conveying a strong and desirable image. 2: Introduction to Employer Branding 2.1 Defining an Employer Brand Like a consumer brand, it is an emotional relationship, but between an employer and employee, one that radiates out from this core to other stakeholders, to the community at large, and obviously to potential employees. Employer branding is the development and communication of an organizations culture as an employer in the marketplace. It conveys a value proposition the totality of a culture, systems, attitudes, and employee relationship along with encouraging a people to embrace and share goals for success, productivity, and satisfaction both on personal and professional levels. Employer branding is the essence of the employment experience, providing points that commence with initial employer brand awareness, and continuing throughout the tenure of employment, even extending into retirement. Employer branding is a distinguishing and relevant opportunity for a company to differentiate itself from the competition creating its branded factors as its USP for employee satisfaction and happiness resulting in retention, productivity and efficiency. 2.2 Elements/ Essentials of an Employer Brand Few things that form an Employer Brand are:  § AN EMPLOYER BRAND MUST ARTICULATE A PROMISE TO EMPLOYEES. Just as every business has a customer brand, every business has an employer brand, too. Whether or not a business has ever spent any time developing it. Thats because every business needs employees. And as it recruits and retains and motivates, a business needs to clarify what it stands for. Why it must exist. What difference it can make. What it believes in. How its offerings align with its values. And if a business doesnt define an employer brand, just ask the recruiters. They will tell the story based on their own experience. In fact, more than 90 percent of people on line looking for jobs say they must very closely or closely understand the value of working for a company, according to the 2005 poll by Yahoo! Hot Jobs. An employer brand is a promise to employees to provide an experience that, in return, will motivate their commitment to deliver a customer brand. The real spirit of a employer brand is a combination of what a business may promise and deliver, inside and outside. Essentially, its about a relationship, between a business and a people. How business generally approaches people, or talent, has actually changed a bit over the years. We can remember when business viewed employees as followers in a campaign—people who simply did as they were told. Then, as time passed, business progressed to considering employees as partners in the implementation of strategies. This led, in recent years, to a consideration of the exchange between employees and business—sort of a we do this in exchange for this—to express the relationship. But that was primarily a financial transaction. And over time the old ways of framing the relationship functionally became outdated. Employees began to demand a relationship that reached for something more: an emotional connection. Thats where employer brand makes a difference. An employer brand can be a magical combination of what a business values, offers, and rewards—marrying what a brand promises outside with what a experience demands inside; what a business believes in and how we fundamentally respect the people who deliver a brand.  § AN EMPLOYER BRAND MUST SUPPORT A BUSINESS STRATEGY. But one cant just build an employer brand because everyone else does. Its too important. Theres too much it must accomplish. The need must come from a business strategy. The key to a successful employer brand is alignment with the business strategy, says Yvonne Larkin of Diageo. Together the business and organization strategies give the employer brand a reason for being. The power of employer brand is how it connects the internal experience to the external business need. How it grounds the necessity for this internal experience in the economic realities of the buying decisions a customers make. For example, is a business in a phase of rapid growth? An employer brand is essential to a growth strategy. Thats because growth will demand that a business continue to hire the right people in the right jobs at the right time. And keep the people we currently have. This constant effort to recruit and re recruit demands that a business enjoy a reputation in the marketplace that will support am bitions for growth. An employer brand can help a business clarify what will and will not change as we grow. And what growth means to the people who choose to work for we. Or is a business shrinking? An employer brand is essential to a strategy for stability. It can, simply, give employees something to hold on to during periods of significant turbulence. An emotional connection with employees will be tested as a business faces challenges, such as reducing a size without cutting out a heart, or shifting a direction from what employees may consider sacred. And is a business changing? Considering or pursuing new strategies? An employer brand is essential to any change strategy simply because it provides a focal point for employees. An employer brand is a touchstone for a employees, as their willingness to emotionally connect may be tested with each action each day. The essence of effective change management is effective stability management, giving people things to protect as they adjust to things that change. An employer brand can give people that emotional anchor as they may emotionally react to how they are expected to change. It can help people sing off the same page and embrace a common vision.  § AN EMPLOYER BRAND MUST DEFINE, FOR EMPLOYEES, WHAT A CUSTOMERS EXPERIENCE. An employer brand will never thrive if its only an HR thing or a Communications thing. If its only purpose is to make people feel better. It will only thrive if it makes a difference in results by making a difference to customers. If it supports every touch point a customers have with a business. Such importance is a key reason why Hallmark, as part of its internal efforts to excite employees about its consumer brand, annually gives each employee a card pack as a friendly way to tell others of sending greeting cards. The card pack is just that—an attractive folder with three greeting cards inside, along with a note to the employee suggesting that they share this pack with someone outside Hallmark and their immediate family, such as a new neighbor, the person sitting next to them on an airplane or bus, or the helpful sacker at the grocery store.† The approach clearly connects employees to consumer touch points to help share Hallmarks mission of enriching lives. A customer who has a positive experience will be more likely to return. But that positive experience doesnt simply happen. People make it happen. And most of these are employees of a business. A customers experience, regardless of the product or service a business offers, is a series of reactions and observ ations at each touch point: how people notice, observe, hear, experience, and talk. Every brand experience has a defining moment. An authentic brand experience will be consistent from one person to the next because employees internalize what they must accomplish at each customer touch point. And ultimately they will tell others what they think based on what their experience. Commitment to the brand is just as important for an employee who touches customers as for an employee who never sees a customer. People who work with customers must live the brand in every interaction they conduct. Others, at the same time, work behind the scenes to make sure customer-facing employees have the tools and support they need for a positive interaction. Any business has people who never see a customer but who, in every interaction, represent the brand. Regardless of where an employee works, the commitment to deliver the brand involves internalizing the promise the brand makes, developing the skills necessary to deliver the promise, and displaying the behavior necessary when implementing those skills. At every touch point.  § AN EMPLOYER BRAND MUST DEFINE WHAT A BUSINESS NEEDS FROM AN EMPLOYEES. All the magical things that can happen when a brand connects with customers dont simply happen. Employees make them happen. An employer brand is more than simply articulating what the customer brand is all about. A employer brand must define what a business needs from employees to deliver the brand Two things must happen for any employee of any business— from the smallest gas station on the corner to the largest global business—to live the brand. First, the employee must understand what the brand is all about. The employee must understand and internalize the essence of what a business is about—how that essence authentically applies to the products and services and experiences a business offers, and how the customer brand articulates this essence. What customers expect. To successfully deliver the brand promise to customers, the employee must understand the difference a business makes to customers—through its brands as well as what employees are expected to deliver. Which is the difference between doing the job and delivering the brand? Second, the employee must believe how the brand differentiates from what else is available on the market. Its not enough for the employee to believe the product, service, or business is a better choice. The employee must seriously believe it is the only choice. How the brand is aspirational. The employee must believe in the authenticity of the pictures the brand can create. The idea the brand promotes. How the brand reaches beyond a single product or service to articulate the cumulative purpose of a business behind the brand and how it connects to what people aspire to be. How the brand is inspirational. The employee must believe in the authenticity of the brand. What a business stands for. How it differentiates from others, not just in products and services, but in fundamental integrity. How its business proposition stands apart. What is unique in how a business inspires people to connect? How the brand is emotional. The employee must feel a sense of ownership in the brand, how the brand represents a business and anyone who works for a business. As if each employee wears the brand on his or her sleeve. And it certainly involves more than wearing a logo on a shirt. This has everything to do with the values of a business. Its as if, to strongly believe in the brand, the employee must believe there is something at this business they simply cannot find anywhere else. This has everything to do with how the employees values align with the values of a business. And if everyone in a business shares and aligns with these values, the brand will grow stronger. How the brand is functional. Finally, the employee must believe the products and services a business produces will actually work. They must believe in the functional integrity of what a business delivers.  § AN EMPLOYER BRAND MUST DEFINE ON-BRAND BEHAVIOR. On-brand behavior is what brand is all about. Any business needs specific behaviors from employees to deliver its brand promise to customers. This on-brand behavior occurs when an employee acts (or delivers) in a way that is consistent with what the brand is all about. And its important because customers experience the brand only when employees deliver the characteristics the brand promises—when the behavior of employees supports the promise of the brand. The key to delivery of the brand is the on-brand behavior of employees at each touch point. PG carefully outlines the principles for creating exciting, memorable PG experiences—in short, a summary of on-brand behavior. In materials distributed to employees, the company says, â€Å"To make the experience personal for a consumer, the employee is encouraged, for example, to anticipate, appreciate, and respond to diverse styles, needs, and motivations. To put the guest in the center of the experience, the employee is encouraged to be genuine and authentic in actions and behavior. To deliberately build a consistent delightful experience for the consumer, the employee is encouraged to define and execute a total experience from the very first moment the guest is made aware through the final follow-up. To make the guests experience comfortable and seemingly simple, the employee is suggested to put the guest at ease. And to respond generously and selflessly to delight, and go beyond what is expected, the employee is encouraged to always look for ways to improve an experience .† The role of the employee to deliver the brand will differ from one business to another, simply because of the differences in what businesses offer. On-brand behavior is just as important in businesses whose employees never see a customer. Employees create what a business sells to customers. And customers experience the brand.  § AN EMPLOYER BRAND MUST CONNECT WHAT HAPPENS OUTSIDE TO WHAT HAPPENS INSIDE. A business has a customer brand as a place to buy—and an employer brand as a place to work. While a customer brand focuses on specific products or services available externally, an employer brand may highlight distinct experiences or opportunities available internally. An employer brand, on the inside, frames the experience a business creates for employees, so they in turn deliver the brand promises to customers. In fact, the only way an employer brand can authentically reflect a business is if it articulates an identity, mission and values. That can happen only if an employer brand builds from the inside—to incorporate an essential identity, mission, and values. But its not just about what happens inside a business. To fully picture the potential of an employer brand, we must focus on what happens outside—and what an employees must deliver.  § A EMPLOYER BRAND MUST FOCUS ON EMPLOYEE CHOICE Every day, employees make choices about where and how to work. They view each stage of their relationship with a business as a brand experience that a business delivers. Some may consider new opportunities they believe may better meet their personal expectations. Some may wonder Whats in it for me? if they contribute to the demands of the job and a business. Some may decide to depart a business about which they hold memories of what they experience—and they likely will share those experiences with others still actively connected to or certainly considering a business as an employer. Thats why a business needs to use its employer brand no matter what it is doing or w Impact of Employer Branding on Employee Performance Impact of Employer Branding on Employee Performance Acknowledgement Apart from the efforts put by me, the success of any project depends largely on the encouragement and guidelines of many others. I take this opportunity to express my gratitude to the people who have been instrumental in the successful completion of my Thesis. I am heartily thankful to my Thesis Guide- Prof. Robin Thomas, whose encouragement, guidance and support from the initial to the final level enabled me to develop an understanding of this subject. The guidance and support received from all the members who contributed and who are contributing to this research, was vital for the success of this Thesis. I am grateful for their constant support and help. OBJECTIVE: To study the impact of Employer Branding on Employee Performance in the organizations in todays scenario. Also, to study the impact of effective Employer Branding on perceptual and objective areas of Performance Management. ABSTRACT Employer branding is the development and communication of an organizations culture as an employer in the marketplace. It conveys the organizations value proposition the totality of the organizations culture, systems, attitudes, and employee relationship along with encouraging its people to embrace and share goals for success, productivity, and satisfaction both on personal and professional levels. Employer branding represents a firms efforts to promote, both within and outside the firm, a clear view of what makes it different and desirable as an employer. In recent years employer branding has gained popularity among practicing managers. The importance of managing employee perceptions has given rise to the contemporary notion of Employer Brand. This is essentially the brand the employer projects to existing and potential employees via the chain of communication touch points ranging from recruitment intermediaries through to line managers. However one of the major issues in Employer Branding is how to measure an employer brand, what value does the employer brand have? Ultimately, a strong employer brand should contribute to the performance and success of the organization. The workforce is the real driver of profits in todays business world. Employer Branding helps in recruitment and retention of the best of talents. It has its impact in many areas of Human Resource Management like Employee Loyalty, Employee commitment, Employee retention and one of these areas which should get highly affected by this concept is Employee Performance. The strength of an organizations brand has a significant impact on the performance of its employees. A strong Employer Brand has a significant influence in the employees performance and that a strong product brand can essentially support the development of the employment brand. These days companies make a lot of investments in this concept of Employer Branding, thus studying the extent of its impact on Employees Performance in these organizations has become a vital need in todays scenario. THE SCOPE/COMMERCIAL VIABILITY OF THE STUDY * To study the concept of Employer Branding and its evolution over a period of time. * To study what it takes for an organization to build a magnetic Employer Brand. * To study the causes that lead organizations to focus more on this concept of Employer Branding. * To study the extent to which this process of Employer Branding helps the organizations to improve Employee Performance and what impact it has on other areas like Employee Loyalty and Employee Retention. * To study Employees Brand Based Equity and its impact on Employee Performance. * To study the benefits gained by the organizations as well as the obstacles faced by the organizations in the development and implementation of this process of Employer Branding. * To study the ways by which the impact of Employer Branding Process can be measured with Employee Performance being a major area of focus. METHODOLOGY The conceptual study of the thesis will be done through literature reviews. Descriptive research design will be used to get an idea of the implementation of this concept. Also, Causal research design will be used to understand the relationship between the variables under study to reach reliable and valid conclusions. The method of Probability sampling will be used to carry out the required surveys. Hereby, the method of Stratified Random Sampling will be used. The use of these methods and Research Designs would make the study more concrete and reliable. SOURCES OF INFORMATION  · Secondary data collection will be done through websites, literature study, journals, magazines and articles.  · Primary data collection will be done through interviews of professionals and subject experts. Also, the questionnaires will be used to carry out the surveys of the Target Audience. * The target audience would be the H.R [Senior Level] and Subject Experts. Study would be conducted across sectors and around Five Industries would be taken under study. Five Firms would be taken for survey purpose under each Industry. So in all, 25 H.R [Senior Level] across sectors and Five Subject Experts would be surveyed. Sample size would be 30. Note: The thesis has to be divided in three parts. The first part would talk about the following: * The meaning and background of Employer Branding, the dimensions of Employer Branding, etc. * The meaning and background of Employee Performance and how it is defined. * How are Employer Branding and Employee Performance related. The second part would be of Industry research which would include study of various industries taking into consideration various units under various industries. It would include data analysis and data interpretation. The third part would include the derivations of the study. It would include key findings and learning and suggestions. Chapter 1. Introduction to Branding 1.1 Defining a Brand Branding has been around for centuries as a means to distinguish the goods of one producer from those of another. In fact, the word brand is derived from the Old Norse word brandr, which means â€Å"to burn, as brands are the means by which owners of livestock mark their animals to identify them. According to the American Marketing Association (AMA) a brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.† Technically speaking, then, whenever a marketer creates a new name, logo, or symbol for a new product, he or she has created a brand. Thus, the key to creating a brand, according to the AMA definition, is to be able to choose a name, logo, symbol, package design, or other attribute that identifies a prod ­uct and distinguishes it from others. These different components of a brand that iden ­tify and differentiate it can be called brand elements. A brand is therefore a product, but one that adds other dimensions that differentiate it in some way from other products designed to satisfy the same need. These differences may be rational and tangible—related to product performance of the brand—or more symbolic, emotional, and intangible—related to what the brand represents. One mar ­keting Observer put it this way. More specifically, what distinguishes a brand from its unbranded commodity counterpart and gives it equity is the sum total of consumers perceptions and feelings about the products attributes and how they perform, about the brand name and what it stands for, and about the company associated with the brand? 1.2 Why Brand? More and more firms and other organizations have come to the realization that one of their most valuable assets is the brand names associated with their products or services. In an increasingly complex world, individuals and businesses are faced with more and more choices but seemingly have less and less time to make those choices. The ability of a strong brand to simplify consumer decision making, reduce risk, and set expectations is thus invaluable. Creating strong brands that deliver on that promise, and maintaining and enhancing the strength of those brands over time, is thus a management imperative. Emile Durkheim in Elementary Forms of The Religious Life explains the religion of the Australian Aborigines. The concept of a church as Durkheim defines it is ‘a shared feeling of a special kind. It is group dynamics, the act of assembling for a common purpose, that creates the feeling of being in the presence of a spirit greater than the individual, a sacred feeling of being in the presence of a spirit greater than the individual, a sacred feeling that strikes a chord with our deepest longings. Brands, too, strike chords. However, striking the right chord is both difficult and often costly. There are no guarantees of the result, although there is a clear difference in the growth of financial value if we compare companies that have done at least a little branding and those that havent branded themselves at all. 1.3 Why do Brands matter? Creating a successful brand entails blending all these various elements to ­gether in a unique way—the product or service has to be of high quality and appropriate to consumer needs, the brand name must be appealing and in tune with the consumers perceptions of the product, the packaging, promo ­tion, pricing and all other elements must similarly meet the tests of appropri ­ateness, appeal, and differentiation. An obvious question is why are brands important? What functions do they per ­form that make them so valuable to marketers? One can take a couple of per ­spectives to uncover the value of brands to both consumers and firms themselves. 1.3.1 To Consumers As with the term product, this book uses the term consumer broadly to encompass all types of customers, including individuals as well as organizations. To consumers, brands provide important functions. Brands identify the source or maker of a product and allow consumers to assign responsibility to a particular manufacturer or distributor. Most important, brands take on special meaning to consumers. Because of past experi ­ences with the product and its marketing program over the years, consumers learn about brands. They find out which brands satisfy their needs and which ones do not. As a result, brands provide a shorthand device or means of simplification for their product decisions. If consumers recognize a brand and have some knowledge about it, then they do not have to engage in a lot of additional thought or processing of information to make a product decision. Thus, from an economic perspective, brands allow consumers to lour search costs for products both internally (in terms of how much they have to think) and externally (in terms of how much they have to look around). Based on what they already know about the brand—its quality, product characteristics, and so forth— consumers can make assumptions and form reasonable expectations about what they may not know about the brand. Brands can also play a significant role in signaling certain product characteristics to consumers. Researchers have classified products and their associated attributes or benefits into three major categories: search goods, experience goods, and credence goods. With search goods, product attributes can be evaluated by visual inspection (e.g., the sturdiness, size, color, style, weight, and ingredient composition of a product). With experience goods, product attributes—potentially equally important—cannot be assessed so easily by inspection, and actual product trial and experience is necessary (e.g., as with durability, service quality, safety, and ease of handling or use). With cre ­dence goods, product attributes may be rarely learned (e.g., insurance coverage). Because of the difficulty in assessing and interpreting product attributes and benefits with experience and credence goods, brands may be particularly important signals of quality and other characteristics to consumers for these types of products. Brands can reduce the risks in product decisions. Consumers may perceive many different types of risks in buying and consuming a product: *Functional risk: The product does not perform up to expectations *Physical risk: The product poses a threat to the physical well-being or health of the user or others *Financial risk: The product is not worth the price paid *Social risk: The product results in embarrassment from others *Psychological risk: The product affects the mental well-being of the user *Time risk: The failure of the product results in an opportunity cost of finding another satis ­factory product Although there are a number of different means by which consumers handle these risks, certainly one way in which consumers cope is to buy well-known brands, espe ­cially those brands with which consumers have had favorable past experiences. Thus, brands can be a very important risk-handling device, especially in business to business settings where these risks can sometimes have quite profound implications. 1.3.2 To Firms Brands also provide a number of valuable functions to firms. Fundamentally, they serve an identification purpose to simplify product handling or tracing for the firm. Operationally, brands help to organize inventory and accounting records. A brand also offers the firm legal protection for unique features or aspects of the product. A brand can retain intellectual property rights, giving legal title to the brand owner. The brand name can be protected through registered trademarks, manufacturing processes can be protected through patents, and packaging can be protected through copyrights and designs. These intellectual property rights ensure that the firm can safely invest in the brand and reap the benefits of a valuable asset. As noted earlier, these investments in the brand can endow a product with unique associations and meanings that differentiate it from other products. Brands can signal a certain level of quality so that satisfied buyers can easily choose the product again. This brand loyalty provides predictability and security of demand for the firm and cre ­ates barriers of entry that make it difficult for other firms to enter the market. Although manufacturing processes and product designs may be easily duplicated, last ­ing impressions in the minds of individuals and organizations from years of marketing activity and product experience may not be so easily reproduced. In this sense, brand ­ing can be seen as a powerful means of securing a competitive advantage. 1.4 Can anything be branded? [Can organizations be branded?] Brands clearly provide important benefits to both consumers and firms. An obvious question, then, is, How are brands created? How do we brand a product? Although firms provide the impetus for brand creation through their marketing programs and other activities, ultimately a brand is something that resides in the minds of consumers. A brand is a perceptual entity that is rooted in reality, but it is also more than that, reflecting the perceptions and perhaps even the idiosyncrasies of consumers. To brand a product it is necessary to teach consumers who the product is by giving it a name and using other brand elements to help identify it—as well as what the product does and why consumers should care. In other words, to brand a product or ser ­vice, it is necessary to give consumers a label for the product (i.e., heres how we can identify the product) and to provide meaning for the brand to consumers (i.e., heres what this particular product can do for we and why it is special and different from other brand name products). Branding involves creating mental structures and helping con ­sumers organize their knowledge about products and services in a way that clarifies their decision making and, in the process, provides value to the firm. The key to brand ­ing is that consumers perceive differences among brands in a product category. As noted earlier, brand differences often are related to attributes or benefits of the product itself. In other cases, however, brand d ifferences may be related to more intangible image considerations. The universality of branding can be recognized by looking at some different product applications. As noted previously, products can be defined broadly to include phys ­ical-goods, services, retail stores, online businesses, people, organizations, places, or ideas. Brands extend beyond products and services. People and organizations also can be viewed as brands. The naming aspect of the brand is generally straightforward in this case, and people and organizations also often have well-defined images understood and liked or disliked by others. This fact becomes particularly true when considering public figures such as politicians, entertainers, and professional athletes. All of these different public figures compete in some sense for public approval and acceptance and benefit from conveying a strong and desirable image. 2: Introduction to Employer Branding 2.1 Defining an Employer Brand Like a consumer brand, it is an emotional relationship, but between an employer and employee, one that radiates out from this core to other stakeholders, to the community at large, and obviously to potential employees. Employer branding is the development and communication of an organizations culture as an employer in the marketplace. It conveys a value proposition the totality of a culture, systems, attitudes, and employee relationship along with encouraging a people to embrace and share goals for success, productivity, and satisfaction both on personal and professional levels. Employer branding is the essence of the employment experience, providing points that commence with initial employer brand awareness, and continuing throughout the tenure of employment, even extending into retirement. Employer branding is a distinguishing and relevant opportunity for a company to differentiate itself from the competition creating its branded factors as its USP for employee satisfaction and happiness resulting in retention, productivity and efficiency. 2.2 Elements/ Essentials of an Employer Brand Few things that form an Employer Brand are:  § AN EMPLOYER BRAND MUST ARTICULATE A PROMISE TO EMPLOYEES. Just as every business has a customer brand, every business has an employer brand, too. Whether or not a business has ever spent any time developing it. Thats because every business needs employees. And as it recruits and retains and motivates, a business needs to clarify what it stands for. Why it must exist. What difference it can make. What it believes in. How its offerings align with its values. And if a business doesnt define an employer brand, just ask the recruiters. They will tell the story based on their own experience. In fact, more than 90 percent of people on line looking for jobs say they must very closely or closely understand the value of working for a company, according to the 2005 poll by Yahoo! Hot Jobs. An employer brand is a promise to employees to provide an experience that, in return, will motivate their commitment to deliver a customer brand. The real spirit of a employer brand is a combination of what a business may promise and deliver, inside and outside. Essentially, its about a relationship, between a business and a people. How business generally approaches people, or talent, has actually changed a bit over the years. We can remember when business viewed employees as followers in a campaign—people who simply did as they were told. Then, as time passed, business progressed to considering employees as partners in the implementation of strategies. This led, in recent years, to a consideration of the exchange between employees and business—sort of a we do this in exchange for this—to express the relationship. But that was primarily a financial transaction. And over time the old ways of framing the relationship functionally became outdated. Employees began to demand a relationship that reached for something more: an emotional connection. Thats where employer brand makes a difference. An employer brand can be a magical combination of what a business values, offers, and rewards—marrying what a brand promises outside with what a experience demands inside; what a business believes in and how we fundamentally respect the people who deliver a brand.  § AN EMPLOYER BRAND MUST SUPPORT A BUSINESS STRATEGY. But one cant just build an employer brand because everyone else does. Its too important. Theres too much it must accomplish. The need must come from a business strategy. The key to a successful employer brand is alignment with the business strategy, says Yvonne Larkin of Diageo. Together the business and organization strategies give the employer brand a reason for being. The power of employer brand is how it connects the internal experience to the external business need. How it grounds the necessity for this internal experience in the economic realities of the buying decisions a customers make. For example, is a business in a phase of rapid growth? An employer brand is essential to a growth strategy. Thats because growth will demand that a business continue to hire the right people in the right jobs at the right time. And keep the people we currently have. This constant effort to recruit and re recruit demands that a business enjoy a reputation in the marketplace that will support am bitions for growth. An employer brand can help a business clarify what will and will not change as we grow. And what growth means to the people who choose to work for we. Or is a business shrinking? An employer brand is essential to a strategy for stability. It can, simply, give employees something to hold on to during periods of significant turbulence. An emotional connection with employees will be tested as a business faces challenges, such as reducing a size without cutting out a heart, or shifting a direction from what employees may consider sacred. And is a business changing? Considering or pursuing new strategies? An employer brand is essential to any change strategy simply because it provides a focal point for employees. An employer brand is a touchstone for a employees, as their willingness to emotionally connect may be tested with each action each day. The essence of effective change management is effective stability management, giving people things to protect as they adjust to things that change. An employer brand can give people that emotional anchor as they may emotionally react to how they are expected to change. It can help people sing off the same page and embrace a common vision.  § AN EMPLOYER BRAND MUST DEFINE, FOR EMPLOYEES, WHAT A CUSTOMERS EXPERIENCE. An employer brand will never thrive if its only an HR thing or a Communications thing. If its only purpose is to make people feel better. It will only thrive if it makes a difference in results by making a difference to customers. If it supports every touch point a customers have with a business. Such importance is a key reason why Hallmark, as part of its internal efforts to excite employees about its consumer brand, annually gives each employee a card pack as a friendly way to tell others of sending greeting cards. The card pack is just that—an attractive folder with three greeting cards inside, along with a note to the employee suggesting that they share this pack with someone outside Hallmark and their immediate family, such as a new neighbor, the person sitting next to them on an airplane or bus, or the helpful sacker at the grocery store.† The approach clearly connects employees to consumer touch points to help share Hallmarks mission of enriching lives. A customer who has a positive experience will be more likely to return. But that positive experience doesnt simply happen. People make it happen. And most of these are employees of a business. A customers experience, regardless of the product or service a business offers, is a series of reactions and observ ations at each touch point: how people notice, observe, hear, experience, and talk. Every brand experience has a defining moment. An authentic brand experience will be consistent from one person to the next because employees internalize what they must accomplish at each customer touch point. And ultimately they will tell others what they think based on what their experience. Commitment to the brand is just as important for an employee who touches customers as for an employee who never sees a customer. People who work with customers must live the brand in every interaction they conduct. Others, at the same time, work behind the scenes to make sure customer-facing employees have the tools and support they need for a positive interaction. Any business has people who never see a customer but who, in every interaction, represent the brand. Regardless of where an employee works, the commitment to deliver the brand involves internalizing the promise the brand makes, developing the skills necessary to deliver the promise, and displaying the behavior necessary when implementing those skills. At every touch point.  § AN EMPLOYER BRAND MUST DEFINE WHAT A BUSINESS NEEDS FROM AN EMPLOYEES. All the magical things that can happen when a brand connects with customers dont simply happen. Employees make them happen. An employer brand is more than simply articulating what the customer brand is all about. A employer brand must define what a business needs from employees to deliver the brand Two things must happen for any employee of any business— from the smallest gas station on the corner to the largest global business—to live the brand. First, the employee must understand what the brand is all about. The employee must understand and internalize the essence of what a business is about—how that essence authentically applies to the products and services and experiences a business offers, and how the customer brand articulates this essence. What customers expect. To successfully deliver the brand promise to customers, the employee must understand the difference a business makes to customers—through its brands as well as what employees are expected to deliver. Which is the difference between doing the job and delivering the brand? Second, the employee must believe how the brand differentiates from what else is available on the market. Its not enough for the employee to believe the product, service, or business is a better choice. The employee must seriously believe it is the only choice. How the brand is aspirational. The employee must believe in the authenticity of the pictures the brand can create. The idea the brand promotes. How the brand reaches beyond a single product or service to articulate the cumulative purpose of a business behind the brand and how it connects to what people aspire to be. How the brand is inspirational. The employee must believe in the authenticity of the brand. What a business stands for. How it differentiates from others, not just in products and services, but in fundamental integrity. How its business proposition stands apart. What is unique in how a business inspires people to connect? How the brand is emotional. The employee must feel a sense of ownership in the brand, how the brand represents a business and anyone who works for a business. As if each employee wears the brand on his or her sleeve. And it certainly involves more than wearing a logo on a shirt. This has everything to do with the values of a business. Its as if, to strongly believe in the brand, the employee must believe there is something at this business they simply cannot find anywhere else. This has everything to do with how the employees values align with the values of a business. And if everyone in a business shares and aligns with these values, the brand will grow stronger. How the brand is functional. Finally, the employee must believe the products and services a business produces will actually work. They must believe in the functional integrity of what a business delivers.  § AN EMPLOYER BRAND MUST DEFINE ON-BRAND BEHAVIOR. On-brand behavior is what brand is all about. Any business needs specific behaviors from employees to deliver its brand promise to customers. This on-brand behavior occurs when an employee acts (or delivers) in a way that is consistent with what the brand is all about. And its important because customers experience the brand only when employees deliver the characteristics the brand promises—when the behavior of employees supports the promise of the brand. The key to delivery of the brand is the on-brand behavior of employees at each touch point. PG carefully outlines the principles for creating exciting, memorable PG experiences—in short, a summary of on-brand behavior. In materials distributed to employees, the company says, â€Å"To make the experience personal for a consumer, the employee is encouraged, for example, to anticipate, appreciate, and respond to diverse styles, needs, and motivations. To put the guest in the center of the experience, the employee is encouraged to be genuine and authentic in actions and behavior. To deliberately build a consistent delightful experience for the consumer, the employee is encouraged to define and execute a total experience from the very first moment the guest is made aware through the final follow-up. To make the guests experience comfortable and seemingly simple, the employee is suggested to put the guest at ease. And to respond generously and selflessly to delight, and go beyond what is expected, the employee is encouraged to always look for ways to improve an experience .† The role of the employee to deliver the brand will differ from one business to another, simply because of the differences in what businesses offer. On-brand behavior is just as important in businesses whose employees never see a customer. Employees create what a business sells to customers. And customers experience the brand.  § AN EMPLOYER BRAND MUST CONNECT WHAT HAPPENS OUTSIDE TO WHAT HAPPENS INSIDE. A business has a customer brand as a place to buy—and an employer brand as a place to work. While a customer brand focuses on specific products or services available externally, an employer brand may highlight distinct experiences or opportunities available internally. An employer brand, on the inside, frames the experience a business creates for employees, so they in turn deliver the brand promises to customers. In fact, the only way an employer brand can authentically reflect a business is if it articulates an identity, mission and values. That can happen only if an employer brand builds from the inside—to incorporate an essential identity, mission, and values. But its not just about what happens inside a business. To fully picture the potential of an employer brand, we must focus on what happens outside—and what an employees must deliver.  § A EMPLOYER BRAND MUST FOCUS ON EMPLOYEE CHOICE Every day, employees make choices about where and how to work. They view each stage of their relationship with a business as a brand experience that a business delivers. Some may consider new opportunities they believe may better meet their personal expectations. Some may wonder Whats in it for me? if they contribute to the demands of the job and a business. Some may decide to depart a business about which they hold memories of what they experience—and they likely will share those experiences with others still actively connected to or certainly considering a business as an employer. Thats why a business needs to use its employer brand no matter what it is doing or w