Employer branding is the ‘Hottest strategy of employment’ (Sullivan, 1999). Shortage of skilled  and talented workforce, growing propensity of employees to shift from one job to another job, maintain profitability and  sustainability of the organization and other similar challenges forced management to establish their organization  as a strong employer among the target stakeholders. This is a conceptual study and based on observations and secondary sources of data like journals, books, web-sites, newspaper articles. The authors have devised a model “framework of linkage between employer brand and organizational performance” that shows the external and internal level of benefits of employer brand that leads to improved organizational performance. This study highlighted the growing role of employer branding for organizational success so that management can frame strategies accordingly.

KEY WORDS: Employer Brand; Internal Aspect; External Aspect; Organizational performance