THINK INDIA (Quarterly Journal) ISSN: 0971-1260 Vol-22-Issue-3-July-September-2019 Page | 928 Copyright ⓒ 2019 Authors The Strategic Urge - Employer Brand Positioning Of Banking And Financial Services Industry Dr. Bejoy John Thomas, Professor, Rajagiri Centre of Social Sciences , Kochi, Kerala. Dr. G.S. David Sam Jayakumar Jamal Institute of Management, Jamal Mohamed College, Trichy. Ms. S. Clemence Jenifer, Research Scholar, Jamal Institute of Management, Jamal Mohamed College, Trichy. E-mail : haai.jeni@gmail.com ABSTRACT In the world of consumer branding, advertising and marketing professionals have learnt how to differentiate their products from their competitors and generate brand equity. This article explores the phenomenon of employer brand positioning, including its origin from marketing and implication of such studies through a literature review and to determine the employer brand positioning of leading Indian companies from the view of prospective/potential employees in the banking and financial services sector using an empirical study. The objective of the study is approached by the method of Perceptual mapping and some statistical tests additionally. Applying the brand positioning in the Employer Branding context is an imminent initiative. Thus, if companies position their brands, the pool of attracting talent becomes easier. In short, this study will add value to the employer branding work the company does. There is a great potential for using this brand positioning approach to understand who the company really wants to attract. KEYWORDS: Employer branding, brand positioning, attract talent, strategy INTRODUCTION: One or the other form of branding has been used at least since classical Greek times to differentiate products/employers of the same kind. In the world of consumer branding, advertising and marketing professionals have learnt how to differentiate their products from their competitors and generate brand equity. Everyone in the professions knows that consumers will pay a premium price for a product that is strongly affiliated to an image or emotion instead of the mundane generic product that doesn‟t have one. Yet in the employer branding world, it seems like there is much to learn, as all employers say the same things, especially those in the same