Employment Branding in the Agriculture Sector of India: A Challenge in the Globalization

Abstract

The objective of the paper is to analyze the need of the branding employment in agriculture sector of India. The employment branding or employer branding is not a new trend in the human resource management. This strategy is very popular in the IT sector, which helped them to attract best talent towards the sector. The agriculture sector of India which provides the employment to 60% of the population is moving towards its declining. In India 40 percent farmers are willing to quit farming for various reasons, and large labor force from rural areas is migrating towards the urban areas. This migration creating social as well as economical unrest in the country. Thus Government need to design special plan to retain the farmers in their own profession because sustaining agriculture as a profession is extremely important for national food security. The study suggests that a future road map for high-value agriculture development should focus on branding of the employment in this sector.