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Traditionally Human Resources have functioned as an administrative and operations department, the responsibility of managing corporate brand till now has been placed on marketing department by top management, instead of human resources. But now the HR department is undergoing a paradigm shift in how it sees itself in the larger corporate context today. In this information age a new employer brand rulebook has accelerated, now companies are adapting new mantras of image management, they are continuously learning to adapt the innovative practices of hiring, retention and engagement architecture, for their excellence. There is a growing concern and awareness at the top management level that companies not only need to manage their public image among consumers and stockholders, but also the “word on the street” among talent. Image management has become critical to succeeding in the information age for both individuals and corporationsThere is an understanding that achieving the vision at an organizational level requires a well-functioning company. Critically, this success is created with strong functioning employee relationships and leadership. Maintaining a strong employer and employee relationship can be the key to the ultimate success of an organization. It is known that if a strong relationship is in place employees will be more productive, more efficient, create less conflict and will be more loyal. This transformation has the potential to really better utilize this department’s assets and significance in managing employee relations.The Book proposed here deals with the dynamic complexity of emerging issues in managing employee relationships. Authors have contributed conceptual, practical and/or empirically based chapters. The editors aim to provide intelligent laypersons with a broad, readable coverage of the range and diversity of viewpoints on, “Re branding of Employee Relationships: The Paradigm shifts’’.Also the focus of the book has been to promote research and development activities in the area of Human Resource Management and to encourage information sharing among academic fraternity. This book is a compilation of seventeen chapters which have been selected after rigorous review process. The chapters cover a wide spectrum of emerging issues of Re branding of Employee Relationships.