Business Student Perceptions Of A Preferred Employer

There is an increasing evidence that employers need to give greater emphasis to attract the right employees to meet their goals of maximizing organizational value and success. The concept of the employer brand, adapted from marketing theory, has increasingly become the focus of organizations towards developing their image as an employer of choice, thereby enabling the recruitment and retention of the best possible workforce. An antecedent to the development of an effective employer brand is the concept of employer attractiveness, the perceived benefits that a potential employee identifies with an organization. The paper identifies the significant factors which attract Sri Lankan university graduates to potential employees, both on a general basis and for specific student segments. Drawing on the research results, eight dimensions of employer attractiveness are posited. These would enable organizations to gain a meaningful understanding as to how to strategically develop their employer brand. The paper also discusses the implications of the findings, identifies the limitations and suggests the directions for future research.