This particular study focused on the first step of employer branding concept, which is also called “employer attractiveness” phase. In this study the components of employer attractiveness examined from the perspective of potential employees. Throughout this study, the potential employees segments that are related to the attractiveness components and their demographic characteristics are also examined. The variables of this descriptive study, as shown in Figure 1, are demographic characteristics, attractiveness components of firms in employer branding concept and the clusters that were drawn from potential employees’ expectations.