Employees are valued assets of any organizational set up. Now organizations are understanding that job hunter are perceiving and interested only in the better organization to work based on their employer branding1 .In order to gain advantage in the competition from private sector for talent acquisition and retention, Public Sector enterprises have to create an enabling strategy to attract, select and retain talent with employees value proposition ie salary, compensation & benefits provided to the prospective and current employees for the skills, services rendered by them during the course of employment. which is employer brand strategy. The paper defines the significance of employer brand/HR brand, and it also analyzed the awareness of the current, newly joined and prospective employees on various factors of HR branding which encompasses Recruitment process, Company image, Compensation & Benefits, HR culture and overall HR branding. The results of the study indicates very positive. Hence the study is educative and interesting to build HR brand to establish a good image of employer brand to attract and retain talent in the competitive market.

Key words: Human Resource Branding (HRB); Employee Value Propositions (EVP); Public Sector Undertakings (PSUs); Training & Development (T&D); Compensation & Benefits (C&B).