The data was analyzed using SPSS for Windows 15.0 statistical package. The first analysis focused on descriptive statistics and instrumental reliability, and then the structure of the model was considered. Principle factor analysis was used for determining the components of potential employees’ expectations in employer attractiveness. Potential employee segments in relation to their expectations about employer attractiveness dimensions were determined by k- means cluster analysis. In order to examine demographic differences (age, gender, socio- cultural variables) between potential employee segments, chi-square analyses were also
performed.