Background Employer branding has captured considerable attention in recent times. Academicians and practitioners have reported evidence of organisations expending considerable resources on development of employer brand programme indicating its value (Backhaus & Tikoo 2004). Employer branding as a concept is an extension of relationship marketing principles (Christopher, Payne & Ballantyne 1991, Kotler 1992, Morgan & Hunt 1994), which identify the need to build acquisition and retention strategies across a number of critical stakeholder markets through closer relationships. One of the most basic understandings about brand comes from the definition provided by the American Marketing Association which defines a brand as "a name, term sign, symbol, or design, or combination of them which is intended to identify the goods and services of one seller group or group of sellers and to differentiate them from those of competitors" (Backhaus & Tikoo 2004). The term employer branding is used for the application of branding principles to human resource management. The concept is being increasingly used for attracting prospective employees while engaging the present employees to the organisation.