Over the past decades, organizations have been competing in a globalized and competitive environment with developments of new approaches in business. Modern enterprises contest in a highly unstabl e , compl ex and dynami c busine ss environment. To function in a rapidly changing environment, enterprises need to be better organized, develop strategic flexibility, manoeuvre and respond quickly to market changes to capitalise on evolving opportunities and react promptly to changes in consumers’ preferences. Enterprises constantly pursue achieving a sustainable competitive advantage. Competitiveness is no longer an option, it’s a compulsion for organizations in this current competitive era (Chakraborty, 2020). There are diffe rent way s to mana ge organiza tiona l competitiveness. Employees are representatives of organizations as a brand and help to enhance performance (Gwal and Gwal, 2019). The Resource Based View (RBV) is said to be a framework capable of examining resources from the viewpoint of sustainable competitive advantage (Barney, 1991), which helps researchers and managers in effective assessment of resources. Employer branding becomes a new approach to gain a competitive edge in the world markets. Read more
