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Attracting and retaining talented employees and gaining competitive advantage are important for organizations around the world. This study identifies and operationalizes the components of employer attractiveness from the perspective of potential employees. The study tests the employer attractiveness scale (EmpAt) by identifying the attractiveness dimensions of an employer brand among business students in the Czech Republic through exploratory factor analysis. We also search for similarities and differences among employer attractiveness dimensions through a cross-cultural comparison based on the results of previous studies. Businesses in today’s globalised world need to attract potential employees globally and determine whether it would be better to use one corporate strategy or to customize their employer brand according to the cultural differences between countries. National, cultural, and gender differences are also investigated. The findings show factors that business students give the highest importance to when searching for an employer and that the factor’s importance is influenced by gender. The findings of this study can be used to track the perceptions of current job applicants about the company and to appeal to “suitable target audiences” – potential employees. The results can be used by HR experts and practitioners in formulating and executing their communication and recruitment strategies.

Having the image of an attractive employer allows organization hire the most talented employees. To win in this 'war for talents', it is necessary for organizations to build their employer brand. Ideally, branding should be perceived as a comprehensive recruiting strategy that positions a company in an attractive way and keeps it top of the mind for potential candidates. Potential candidates, in this case the Millennials, will make up a large share of the global workforce by the year 2020. Millennials are a specific social group due to several characteristics and expectations different from the previous generations, which means that companies cannot use the same strategies that have been in use so far. Considering the fact that the Generation Y has grown up with the Internet, firms should also develop their communications on the web. The goal of this research study was to find out whether organizations build an image of an attractive employer for potential employees of the Generation Y and to what extent companies can attract Millennials. To identify the most attractive companies for the generation in question, cluster analysis was used. The outcomes of this study can be used by companies to increase their attractiveness among talented young people looking for jobs.

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