Organisation today are facing challenge in attracting the right talent to the organization. This challenge is even observed when they are recruiting candidates at the management institutes. The focus is always on the branding strategy so that the organisation is able to recruit the appropriate candidate. Employer Attractiveness has become a key area of the Talent Strategy framework of the organisation. The study attempts examine the perceived importance of dimensions of Employer Attractiveness as referred by Berthon et al(2005) and to contrast the perceptual differences (if any) regarding the gender, age, prior work experience and years of work experience on the candidates. The data is collected through a self-administered questionnaire based on the EmpAt Scale proposed by Berthon et al. The sample is collected from the final year students of the management institute. The analyses results indicated a significant difference in the perception of the dimension of Employer Attractiveness with reference to the demographic profile of the students. The study results help the organisation to frame the employer attractiveness strategies based on the important dimensions in order to establish a positive Employer Brand.
Keywords : Employer Brand, Employer Attractiveness, Talent Acquisition, Human Resource Management.