Freshteh Amin - Department of Human Resource Management, Faculty of management, Tehran University, Tehran, Iran
Aida Bayatmakoo - Department of Human Resource Management, Faculty of management, Tehran University, Tehran, Iran

Problem:Companies are facing problems concerning the attraction and retention of talented employees, due to the shortage of individuals with competence. Employer Branding is arelatively new concept that can function as an instrument for firms to position themselves as an employer, in order to attract and retain wanted employees.Purpose: The aim of this paper is to address three broad questions: Are preferences for brandingattributes similar for entry and for retention Are there generational and career stage differences in one‟s entry and exit priorities How is current satisfaction with employerbrand image attributes related to overall commitment, satisfaction and retention Findings: Employer brand can be utilized both externally to attract potential employees, andinternally to increase commitment, satisfaction and loyalty among current employees. In the context of recruitment, Employer Branding can make the process more effective. For the Employer Brand to be trustworthy and successful the consistency between the internal values and the external image is vital.

employer brand attractiveness, Employee Attraction, Retention and satisfaction