Employers have recognized the relevance of employer branding in attracting, engaging and retaining talent.
Previous research has suggested that employer branding is helpful in creating a better image of an
organization in the minds of the existing or target employees. This study identifies the dimensions of
attractiveness in employer branding and examines their perceived importance levels. For this purpose, data
were collected through a survey of 180 employees of private professional education institutions in Agra,
Uttar Pradesh. This research identifies six dimensions of attractiveness in employer branding, namely,
social value, interest value, economic value, holistic value, cooperation value, and working environment.
Social value and interest value are perceived to be the most important and least important dimensions
respectively. The paper concludes with implications for colleges aiming to attract and maintain talent.
Directions for future research are also suggested.