How to Become an Employer of Choice in India: The Role of Benefits in Employer Branding

What does “Employer of Choice” mean in the Indian corporate context?

Employer of Choice is an organisation that attracts, retains, and brings out the best in its employees and working professionals. In a competitive market like India, an “employer of choice" generally delivers the following:

1. Competitive salary
2. Flexible work arrangements
3. Inclusive work culture
4. Comprehensive employee benefits
5. Professional growing and reskilling facilities

Do you know?

According to Randstad, salary and employee benefits influence 54% of job seekers in India.

Why are employee benefits central to employer branding strategies in India?

Today, employee benefits are not just an HR policy; they're a strategic branding tool. Strong employee benefits deliver measurable outcomes like

• Reduction in hiring costs, 
• Reduction in employee turnover and
• Increase in job applications.

Are you aware?

Economic Times reported that 47% of employees are looking to switch jobs; in such a scenario, customized employee benefits and strong employer branding play a vital role in influencing job seekers' decisions. 

Why should Indian companies invest in benefits-driven employer branding?

The main reason is that talent expectations are shifting rapidly. Moreover, benefits-driven employer branding strategies attract talent, improve employee retention, and enhance employee engagement.  

Do you know?

International Brand Equity reported that 38% of working professionals have switched jobs in the last six months, and Gen Z is the driving force behind it. 

What benefits do Indian employees value the most?

The five important benefits that Indian employees and working professionals value the most are:

Competitive Salary & Financial Security

Competitive salary & financial security remain the top drivers for employees. 

Do you know?

Reliance Group announced the 1st ESOPs for RInfra and RPower employees as a part of performance bonuses and long-term wealth creation plans.

Work-Life Balance & Flexibility

After COVID, everyone realised that working from home has an added advantage. Moreover, today’s generation is result-oriented, and hence, a flexible work arrangement is a major differentiator. 

Career Growth & Learning Opportunities

Today, employees are biased towards companies that offer growth and learning opportunities. 

Are you aware?

As per a report published in International Brand Equity, nearly 9 out of 10 employees value reskilling support from employers, particularly in AI and digital skills. 

Health, Wellness & Mental Health Benefits

In India, increasing medical bills and excessive burnout have encouraged companies to include mental health counselling, family insurance, wellness programs, and fitness reimbursements in employee benefits plans.          

Diversity, Equity & Inclusion (DEI)

Today, Gen Z employees prioritise inclusive and diverse workplaces. Top Indian firms initiate DEI initiatives by providing equal opportunities, women's leadership programs, and LGBTQ+ inclusion policies. These initiatives help organisations to adapt and cope with changing times. 

Are you aware?

Randstad India, in collaboration with The Economic Times, stated that the Tata Group ranks as one of the most attractive employee brands because of

• Career development programs
• Strong reputation and trust, and 
• Inclusive workplace culture. 

Step-by-step approach on how companies in India can build a benefit-driven employer brand strategy:

Do you know?

A report published in Business Standard states that Tata Group, Google, and Infosys are the three most attractive employer brands. 

Step 1: Conduct a Benefits Audit. 

Companies should start by analysing exit interviews, benefits usage data, and employee satisfaction surveys. 

For example, an IT company may discover that only 30% of employees are using gym benefits, whereas 70% request remote work flexibility. 

Step 2: Build a clear and powerful Employer Value Proposition (EVP)

What is EVP?

An employee value proposition (EVP) is the total value the workforce receives for their time and services. It includes

• Compensations
• Perks
• Benefits
• Purpose and Culture
• growth and learning opportunities

Example

TATA Chemicals stated, “Our Employee Value Proposition (EVP) is rooted in the ethos of the Tata brand—a testament to our values, culture, and reputation as an employer of choice.”

What are the best practices to build an EVP?

Defining a clear EVP and believing the same is the key. It can revolve around,

• Purpose
• Growth
• Impact
• Culture
• Flexibility

Companies with a clear EVP attract more qualified candidates and improve retention.

Your EYP should answer, “Why should a talented professional choose to work here?”

Step 3: Customise benefits for workforce segments

Personalise benefits for the different categories of workforce.

Moreover, many Indian firms are using AI analytics to access and personalise rewards. 

Step 4: Invest in Employee Experience (EX)

Employee experience is how an employer makes an employee feel. Key EX drivers are well-being initiatives, career mobility, learning and development opportunities, flexible work models, customised benefits, and transparent leadership. 

Do you know?                

Research showed the strategic insights for HR managers on reducing burnout and enhancing productivity through supportive corporate policies. Consequently, prioritising employee well-being is a vital component of effective business management and social responsibility. Kasperczuk, A., Ćwiąkała, M., Górka, E., Ręczajski, P., Mrzygłód, P., Frasunkiewicz, M., Darcińska-Głębocka, A., Piwnik, J., & Gardocki, G. (2025). https://arxiv.org/pdf/2510.05783

Step 5: Build a Strong Digital Employer Brand and Integrate Benefits 

Today, before applying for any job openings, candidates research companies on various platforms. 

Do you know?

According to Marketbiz, 70% of candidates research company culture through social media before applying and 72% check employee reviews on multiple digital platforms. 

Essential channels for building a strong employer brand are 

• LinkedIn
• career website storytelling
• employee video testimonials
• culture posts
• leadership content

Example messaging:

“We invest ₹50,000 per employee annually in employee well-being."

Step 6: Turn Employees into Brand Ambassadors

Employees are more trustworthy and credible when assessing an organization's work culture. Companies often encourage employees to share:

• Workplace experiences,
• Career growth strategies,
• Project achievements,
• And behind-the-scenes culture. 

Authentic employee content increases search discoverability and social engagement.

Step 7: Align Employer Branding with Purpose and Social Impact

The modern workforce—especially Gen Z and Millennials—prefers purpose-driven organisations. Moreover, the emerging trends in India are companies branding themselves around sustainability, diversity, inclusion, ethical leadership, and social impact.

Step 8: Measure ROI and Impact

Track metrics such as retention rate, benefits utilization percentage, and offer acceptance rate and analyse the impact.

Do you know?

Research was conducted to examine how spending on employee benefits affects the company's financial performance and market value. The findings were astonishing, and it concluded that there is a positive relationship between the two. Anil, S., Sudharani, R., & Suresh, N. (2020). A study on the impact of human resource accounting on a firm's value with respect to companies listed on the National Stock Exchange. Bulletin Monumental, 21(8), 38 https://arxiv.org/pdf/2207.00722

What trends will shape employer branding strategies in India by 2030?

In the future, employee branding will focus on the following:

1. AI-driven recruitment experiences.
2. Skills-first hiring.
3. Diversity and inclusion branding.
4. Purpose-led organisations.
5. Data-driven HR branding.

How Pluxee Helps Companies Become an Employer of Choice?

Pluxee helps by enhancing employee experience, supporting financial well-being, strengthening rewards & recognition culture, enabling digital and modern HR practices, and creating strategic value for Indian organizations.