I was recollecting the recent event where I was invited as a speaker. I spoke about how the business environment has changed over the years and how the way we do business is constantly evolving. It got me thinking about how I have changed and evolved as a professional. My designation still reads CEO/ MD but my role has changed drastically.

Today, the business scenario is dynamic and going through tough times globally. I can sense the impact on Indian businesses as well. In this scenario every business is trying hard to keep their best talent with them as people today are the only differentiators for businesses. The question that hits you is – whose job is it to ensure talent sticks to you? Is it HR? Is it the leadership team? Or – Is it the CEO himself?

I as a CEO take the onus to retaining the key talent. Over the years attraction and retention of key talent has become one of my key priorities and today I don the hat of the ‘Chief Talent Officer’ (CTO). It is pivotal for me to ensure that my company attracts, develops and retains the right talent. And When I started to think like a CTO, I realized that it is imperative for me to create a compelling Employee Value Proposition (EVP). While working on the EVP, one of the most important components that came to forefront was Employer Branding.

I have had umpteen discussions over the years with Heads of HR of various companies and my fellow CEOs across varied sectors on need and importance of Employer Branding. What I have realized over these years is that Employer Branding needs to be driven from the top. I have to be the torch bearer for Employer Branding. HR and marketing will play a critical role in implementation. My team looks up to me and it is for me to communicate what my brand stands for. I need to drive that passion for the brand.

I need to market it to external and internal audience. With this additional responsibility, I today don another hat of a “Chief People Marketing Officer” (CPMO). From being a CEO to a CTO, today I am the CPMO of my company. The role of the CEO is changing very fast in this dynamic environment. It brings with it new learning and challenges and pushes you to the limits where you strive for nothing but the best for your people and the organization.