Impact of Employer Branding and Organization Attractiveness on Citizenship Behaviour for Retention of Faculties:A Study on Faculties of Universities of Odisha

In the era of knowledge competition, human capitals have been one of the key parameter to achieve competitive success for an educational institution. Today the contribution of employees is valued as highly significant in promoting and creating an institutional brand in the competitive environment where it is more acute in knowledge based organization such as universities (Feldwick, 1991). Educational institutions are the most crucial organizations in the society for creating most important outcome i.e. human beings with intellectual thought and abreast knowledge .So in today’s parlance individual behaviors in the work culture has been considered more emerging research by experts of organization behavior and management literatures . Now a days with the challenges posed by globalization across the globe and with mushroom growth of universities, there is massive competition prevails among the educational institutions.