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.