Indian B-School Students’ Perceptions of Best Employers

Employer branding has been gaining focus among the corporates in recent times. Many organizations have started allocating significant budgets for strengthening their employer brands. Theoretical concepts of marketing are being applied in building employer branding strategies for the corporates. Most of the researchers in this area have identified the relations between employer brand and talent attraction/ retention. However, very few of them have talked about the frameworks from the perspectives of the prospective talent. This study explores employer branding from the students' perspective and provides a framework to attract talent by focusing on drivers of the best employer brands among the students.