ItemBook Chapter

Diversity Equity Inclusion Trifecta: Crafting Catchment Belonging Through Employer Branding

Title
Diversity Equity Inclusion Trifecta: Crafting Catchment Belonging Through Employer Branding
Creator
Francis, Shimmy; Rangasamy, Sangeetha; Iyer, Lakshmi Shankar; Balasundaram, Sathiyaseelan
Description
This conceptual paper explores the innovative approach of DEI trifecta crafting catchment belonging through branding. The study proposes a novel approach for organizations to tailor their employer branding efforts to the socio-cultural context of their catchment area, enhancing their ability to attract, engage, and retain a diverse workforce. This study draws an extensive review of literature from newspapers, HR Magazines, employer branding, and DEI. Through the synthesis of these concepts, a novel concept of Trifecta is framed. This study unveils the significance of catchment-specific employer branding in acknowledging talents diverse and unique expectations within a local community. It emphasizes that DEI efforts are most impactful when contextualized within the cultural norms and values of the catchment area. However, by integrating these principles into branding strategies, organizations create a stronger sense of belonging and employee engagement. 2025 by IGI Global Scientific Publishing.
Source
Diversity and Inclusion in Global Business and Education;pp.93-112
Date
01-01-2025
Publisher
IGI Global
Coverage
Francis S., Christ University, India; Rangasamy S., Christ University, India; Iyer L.S., Christ University, India; Balasundaram S., Christ University, India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISBN: 978-166849898-9; 978-166849897-2;
Format
online
Language
English
Type
Book chapter

Citation

Francis, Shimmy; Rangasamy, Sangeetha; Iyer, Lakshmi Shankar; Balasundaram, Sathiyaseelan, “Diversity Equity Inclusion Trifecta: Crafting Catchment Belonging Through Employer Branding,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 18, 2026, https://archives.christuniversity.in/items/show/24497.

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