Employers have recognized the relevance of employer branding in attracting, engaging and retaining talent. Previous research has suggested that employer branding is helpful in creating a better image of an organization in the minds of the existing or target employees. This study identifies the dimensions of attractiveness in employer branding and examines their perceived importance levels. For this purpose, data were collected through a survey of 180 employees of private professional education institutions in Agra, Uttar Pradesh. This research identifies six dimensions of attractiveness in employer branding, namely, social value, interest value, economic value, holistic value, cooperation value, and working environment. Social value and interest value are perceived to be the most important and least important dimensions respectively. The paper concludes with implications for colleges aiming to attract and maintain talent. Directions for future research are also suggested.

Competition among employers has increased in the market due to the scarcity of talented and quality human resources. To solve this problem, the concept of employer branding has been developed as an employment strategy. Employer branding is about capturing the essence of a company in a way so as to engage the employees. In other words, employer branding is the process of creating an image for the employers as being great to work with in the minds of the targeted candidate pool.

Product branding deals with developing a lasting image in the minds of consumers, so that they may start to automatically associate quality with the product or service offered by the owner of the brand. Employer branding also tries to do the same, in that it creates an image that makes people want to work for the firm, because it is a well-managed firm where employees are continually learning and growing.

Brand Management Journal, Internal Marketing, Employer Attractiveness, The Kaiser-Meyer-Olkin (KMO), Employer Branding, The Solution, Talented Workforce.