Identifying the Dimensions of Attractiveness of an Employer Brand in the Indian Context

Some concepts such as internal advertising and internal branding are making their presence felt in the marketing literature. One component of internal marketing which is still underdeveloped and needs a fair amount of attention from the academics as well as from the practitioners’ is employer branding. Employer branding is referred to as a firm’s efforts to promote, both within and outside the firm, a clear view of what makes it different and desirable as an employer. It constitutes an important concept in today’s knowledge intensive contexts where attracting employees with superior skills and knowledge comprises a primary source of competitive advantage. This study has identified the dimensions of attractiveness of an employer brand from the perspective of the potential employees. The ‘Employer Attractiveness’ scale developed by Berthon et al. (2005) has been used in this paper. Implications of the research and the limitations are discussed at the end of the paper.