Taj Group of Hotels as Brand Employer: A Selective Study of Students as Job Aspirants at Aligarh, India

In an economically unstable and volatile, national and international scenario, organisations need every weapon in their arsenal to attract and retain their most valuable asset i.e. human resource. That weapon is undisputedly brand building. Employer brand has emerged as a tool that retains human resource and helps in moving ahead without any hurdle and hiccups. Taj Hotels is one of the biggest business houses in India which provides food to thousands of people not only within the country but outside India as well. This paper tries to give an idea about Taj Hotels' brand image as to why people aspire to work with this group, particularly freshers. The results indicate some preference to financial benefits by Post-graduate diploma students and preference to non-financial benefits by post-graduate degree students at the entry level positions.