This document summarizes a study on MBA students' perceptions of preferred employers and jobs. It conducted surveys of 40 MBA students in Mumbai to understand what attracts them to employers, how they build employer brand perceptions, and their career orientations. The key findings were that students are most attracted to employers that offer career development, competitive compensation, and an open and values-driven workplace culture. Students reported building employer brand perceptions primarily through online sources like social media, websites, and magazines. Most students expressed a preference for working at small or medium-sized companies after graduating.

1. Rupal Tiwari
MMS(Human Resource)
Batch- 2013-15
Employer branding:
A study on perception of MBA students towards preferred
employer/Job,
Mumbai.

2. Objective
 What attracts the graduating MBA/PGDM
students when they look for job.
 Sources from where students build their employer brand
Perception.
 What are career orientation.

3. Literature
 Employer Brand is a concept denoting perception of
current and prospective employees toward an
organization as a great place to work (McLeod and
Waldman, 2013).
 Employer Branding is a story-telling process that
leverages the image of the employer and helps bring the
employer closer to the candidate pool (Sluis 2009).
 ( Lievens & Highhouse (2003) assume that the
instrumental-symbolic framework has major significance
on attracting applicants to the companies.

4. Methodology
 Descriptive Research has been done. Descriptive
research is designed to create a snapshot of the current
thoughts, feelings, or behavior of individuals
 The research aims at developing initial understanding of
student’s expectations and having an overall view of
employer branding in Mumbai Bschool.
 Sample size:
Students are the sample for this project. 40 sample
size has been taken into account randomly from a
fixed group that is group of Post graduate students
from Bschool in Mumbai.

5.  Questionnaire Design:
• A fixed questionnaire with closed-ended
questions is selected as this type of research.
• In the form of a standardized questionnaire,
the data collected is expected to be more
objective.
• Few questions were rated between 5 rating
likert scale with value indicators.
• It was designed by taking Research
objectives in mind and literature theory to
understand the perception of the students.

6. Analysis
Gender
Female
Male
0%
47%
27%
23%
3%
Specialization
Marketing Finance Human Resource Operation

7. 0
2
4
6
8
10
12
14
16
18
Career
Development
Compensation
(Pay package)
Location Empowers to work
Independently
Challenging Job Brand Reputation Global Exposure
How important is the following parameters that you expect while applying
for a job
Very Unimportant Unimportant Neutral Important Very Important

8. 57%
11%
18%
7%
7%
A workplace that is
open, friendly and
sincere where honesty
is emphasized
33%
45%
11%
3%
8%
A workplace where my
innovative and creative
thinking are encouraged and
valued
35%
48%
11%
3% 3%
A workplace where my
competencies are valued
and rewarded

9. 0 5 10 15 20 25 30 35 40
Social Networking
Sites(Facebook,Linkedin,Tweeter)
Newspaper,Internet, Magzines
Talking with friends and Family

10. Conclusion
 In addition, Employer branding is more then creative
communication. The fact majority of fresher’s associate
companies to employee’s satisfaction shoes that
potential employees have perceived the companies as
best employers which set their expectations.
 The research specifies that using Internet and
magazines, Newspapers are the strongest sources that
students build their employer brand perception.
 Moreover, regarding career orientation after graduating,
working for Small and medium size companies are still
preferable choice for most of the respondents.

11. Learning
 Instrumental and symbolic attributes to affect the
decision.
 Employer branding is a way of communicating
students.
 Students vary in experience and college (premium)
perceive employer in different.