JMGT_V6_N1_A1 V. Tulasi Das P. Hanumantha Rao Journal on Management 2230 – 715X 6 1 1 7 Employer Brand, Competitive Advantage, Employee Value Proposition Employer brand is about capturing the essence of an organization in a way that engages current and prospective talent. It expresses an organization's 'value proposition' the entirety of its culture, systems, attitudes and employee relationships, providing a new focal point for the company. Today, an effective employer brand is essential for competitive advantage. June - August 2011 Copyright © 2011 i-manager publications. All rights reserved. i-manager Publications http://www.imanagerpublications.com/Article.aspx?ArticleId=1498