Changing workplace demographics: a gig economy and the role of employer branding

Purpose The gig economy in India has expanded rapidly, particularly in sectors such as food delivery, ride-hailing, and freelancing. This study explores the role of employer branding in engaging gig workers within this evolving labour landscape. It focuses on the lived experiences of on-demand service executives and the development of a context-specific Employer Value Proposition (EVP). Design/methodology/approach Adopting an interpretive phenomenological approach, this study used semi-structured interviews with 23 purposively selected gig workers across platform sectors such as delivery and mobility services in urban India. Thematic analysis was employed to identify patterns grounded in employer branding theory and self-determination theory. Findings Even in the absence of long-term employment contracts, a strong employer brand emphasizing fairness, recognition, and transparency plays a critical role in fostering engagement and performance. The findings reveal the economic, social, and operational challenges faced by gig workers, and identify the distinct drivers of satisfaction and trust that inform EVP design. Originality/value While gig work has received global attention, there remains a significant gap in understanding gig worker expectations and employer branding dynamics in India’s platform economy. This study contributes by bridging branding theory with gig work literature and proposing a conceptual EVP framework tailored for platform companies operating in emerging markets.