IJRSSIIRVolume 2, Issue 3 ISSN: 2249-2496 A Quarterly Double-Blind Peer Reviewed Refereed Open Access International e-Journal - Included in the International Serial DirectoriesIndexed & Listed at: Ulrich's Periodicals Directory ©, U.S.A.,Open J-Gage, India as well as in Cabell’s Directories of Publishing Opportunities, U.S.A. International Journal of Research in Social Sciences http://www.ijmra.us 439 August 2012 PERCEPTIONS ON EMPLOYER BRANDING : AN INSIGHT INTO GENERATION ‘Y’ Dr. OM PRAKASH GUSAI  1. Conceptual Framework of Employer Branding The essence of employer branding is to attract talented individuals and ensure both they and existing employees identify with the organization and its brand and mission to produce desired outcomes for organizations. Employer branding begins with the creation of an employer brand image, what an organization‟s senior managers want to communicate about its package of functional, economic and psychological benefits; in effect, this is its autobiographical account of the employee value proposition (or brand promise). It also aims to influence wider public perceptions of an organization‟s reputation since both potential and existing employees also see their organizations in the light of what they believe significant others feel about it. The autobiographical account of the employer brand image is driven by an organization’s identity, a collective answer by employees and managers to the „who are we‟ question, revealed in its shared knowledge, beliefs, language and behaviours. This organizational self-concept is not just a collection of individual identities but has a metaphorical a life of its own, often independent of those who are currently employed in it. The second driver is the corporate identity, which is an organization‟s projected image expressed not only in the form of tangible logos, architecture and public pronouncements, but also in its communication of „what it is‟ – its mission, strategies and culture. Both of these drivers are products of the more deep-seated notion of organizational culture the hidden, values, assumptions and beliefs that define „the way things are done. Another important feature of employer brand reputations is that people work (and are intended to work) at two levels - satisfying the instrumental needs of people for objective, physical and tangible benefits, and satisfying the symbolic needs of people for meaning,  Assistant Professor, Department of Commerce, Motilal Nehru College, South Campus, University of Delhi, New Delhi