Published Paper Details:

The paper focuses on identifying and studying the impact of employer branding on attracting the final year undergraduate management students to the banking industry in India. Employer branding in general is an employer�s reputation as a place to work and it is how the organization represents itself to the potential and the current employees. Employer branding in the paper has been considered as primarily comprising of job awareness and company characteristics in terms of workplace environment. The data collection was implemented through a survey conducted across business schools in India through an online questionnaire, with a sample size of 276 respondents from different undergraduate course backgrounds. Considering the dynamic disruptions surfacing in the Indian banking industry in the last few years, the paper attempts to establish a relationship on the impact of employer branding on attracting the best talent from the B-schools.