European Scientific Journal December 2017 edition Vol.13, No.34 ISSN: 1857 – 7881 (Print) e - ISSN 1857- 7431 211 Conceptualizing Employer-Based Brand Equity and Employer Brand Pyramid Neerja Kashive (Assistance Professor) VES’s Institute of Management Studies and Research Near Municipal School, Collector’s Colony, Chembur, Mumbai, India Dr Vandana Tandon Khanna (Associate Professor) K.J Somaiya Institute of management studies & Research Vidyanagar vidyavihar, Mumbai, India Doi: 10.19044/esj.2017.v13n34p211 URL:http://dx.doi.org/10.19044/esj.2017.v13n34p211 Abstract Employer branding is referred to as a firm's efforts to promote, both within and outside the firm, a clear view of what makes it different and desirable as an employer. It constitutes an important concept in today's knowledge intensive contexts where attracting employees with superior skills and knowledge comprises a primary source of competitive advantage. This research paper will focus on building employer brand equity by exploring the previous research on employer brand. Based on the Keller brand pyramid this is an attempt to build similar pyramid for employer brand and see if same concepts of customer based brand equity can be used to conceptualize the idea of employer based brand equity. This will help the organizations to understand the ways to build strong employer brand to attract and retain better talent in their organizations. Keywords : Customer based brand equity, Brand pyramid, Employer Branding, Employer Brand equity, internal branding, Brand endorsement, Brand allegiance, Brand citizenship Behaviour Introduction Organisations have to make extra efforts to maintain their image before the prospective applicants as an attractive employer (Bergeron, 2001). When a firm reaches a higher level of external recognition by developing an employer brand, it becomes much easier for it to attract new talent (Bouchikhi and Kimberly, 2008). Thus employer brand is an effective tool for effective recruitment, employee engagement and retention (Barrow and Mosley, 2005). It is considered to benefit both individuals as well as organisation (Bergeron, 2001). It provides a coherent framework for