Rab Nawaz Khan
These days’ companies use the concept of branding in the area of Human Resource Management and the application of branding principles to HRM has been termed as Employer Branding. This ideology is applied to attract potential recruits and to reassure that the existing employees are involved in the company’s culture and strategy. Therefore, the aim this research study is to analyze how organizations’ reputation together with job attributes influence potential job seekers’ intention to apply for a job. This study is quantitative in nature and its scope is to find out the impact of organizational identity on potential recruits. To achieve this objective, a survey of a sample size of 100 students enrolled in the Masters and Graduate program of four business school Karachi was conducted with the help of questionnaire. Correlation test will be run to find out the relationship between reputation perception and job-pursuit intentions. Through the in-depth analysis of the conducted survey, it was seen that employer branding is positively associated with job seeker intention to apply and to attract more than more talented and qualified candidates therefore organization need to be attractive employer by focusing on different strategies of employer branding and through this approach their can increase applicant intention to apply. It can be concluded that reputation information of an organization creates brand equity that generate the perception of organization's prestige in the market and students get influenced by the reputation of a firm because due to that they want to associate with a branded organization to start their career.
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