Employer branding: current and future employees’ perceptions of employer’s attractiveness attributes.

Employer branding is still a new concept but has become very popular in recent years and can be used both in attracting the talented and skilled workforce and in retaining current employees as well. Therefore, being an attractive employer, is one of the most favorable features for employer to thrive to become. This research was done measuring employer attractiveness by five values using EmpAt scale from 2 perspectives: Current employees and potential recruits. EmpAt employer attractiveness scale was developed by Berthon et al (2005) and used in measuring 5 values: interest, social, economic, developmental and application value. 43 students and 52 current employees have taken part in the research survey. The research found that all values were rated highly by both sample groups. Current employees rated the developmental value as the most attractive one. Student sample group found three values to be equally attractive: social, economic and developmental. Research found similarities and differences amongst the two sample groups and drew recommendations to employers when branding future internal and external branding strategies. Researcher suggested new directions for future research in employer attractiveness as a tool to attract and retain employees. The finding of this research are not generable across all potential recruits and across all current employees