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Transition from the industrial age to the knowledge era has led to a paradigm shift in employer and employee relationship. Paying more attention to talent supply and demand diagram led to more focus on talented personnel in organizations. Winning the war for talent, organizations need to recruit more business for themselves through the creation of an attractive and distinctive brand. Since organizations have problems in creating a distinctive brand, it would be based in the employer's interest. The present study is an attempt to answer the question that how an attractive employer based on the employer's distinctive branding will be created. Based on the existing literature the conceptual model designed and tested in order to answer the above question. Statistical analysis of the results shows that when an employer creates the brand based upon the needs of the target group, differentiated EVP, people strategies, brand consistency, employer brand communication and metrics of employer branding led to the employer attractiveness in all aspects.

Keywords: Employer Attractiveness, Employer Brand, Differentiated Employer Value Proposition, Brand Consistency, People Strategy

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