Exploring the role of human resource management practices in the nexus of internal and external employer branding

In today's competitive market, firms have hurdles in attracting and retaining a qualified workforce. Therefore, EB strategy serves as a means of communicating workplace features and how the firm differentiates itself as an employer from other businesses to acquire a competitive advantage. As a result, there is a need to investigate the phenomenon of internal and external employer branding, as well as how HRM practices influence it. Themes regarding internal and external employer branding were discovered using an exploratory method through NVivo-11 software. This study adds to the discussion about the use of HRM techniques to help a company for becoming a 'brand', particularly in industries where both the product and the brand have a high symbolic value, such as the telecommunications industry. According to the findings of this study, organisations should carefully construct their HRM strategies so that they may become a brand that will help them recruit and retain exceptional people.