Employer attractiveness: Expectations of potential employees from a potential employer

Abstract

A brand is a unique identity of a product or service. Similarly, employer brand portrays the unique identity of any organization from any employee or potential employee’s perspective. Much of the literature has been focused towards Employer Branding which act as a tool to build that unique identity in the minds of existing as well as potential employees. This article talks about what potential employees expect from an employer brand of their choice. This has been measured through the EmpAt (Employer Attractiveness) scale developed by Pierre Berthon (Berthon et. Al 2005)i . After that, validity of the certain hypothesis has been checked through data analysis.