The strategic impact of NEP 2020 on employer branding practices in India

This theoretical study investigates the strategic impact of India’s National Education Policy (NEP) 2020 on employer branding practices. The NEP 2020 introduces transformative reforms in the Indian education system, with a strong focus on multidisciplinary learning, skill development, flexibility in higher education, and enhanced collaboration between academia and industry. These reforms aim to create a future-ready, innovative, and skilled workforce. As a result, the expectations of graduates entering the job market are also evolving. This paper explores how these shifts influence the way organizations position themselves as employers. Employer branding, traditionally focused on compensation and job security, is now expanding to include learning opportunities, innovation-driven culture, social responsibility, and inclusive practices. We propose a conceptual framework that explains how the core elements of NEP 2020 align with and reshape employer value propositions (EVPs). The study highlights key pathways through which policy-driven educational changes influence employer branding strategies, particularly in talent attraction and retention. By analyzing these theoretical linkages, this research provides insights for human resource professionals, policy-makers, and academic institutions. It emphasizes the need for organizations to align their branding strategies with the evolving aspirations of a new generation of graduates shaped by NEP 2020.