The purpose of this paper is to find out the factors which must be present in an organisation for retention of existing employees and attraction of potential candidates. Further the effect of sociodemographic variables on factors of employer branding & organisational attractiveness in attracting the new talent was examined using analysis of variance. The survey method was used and the factors were drawn using factor reduction method. For analysis simple descriptive, k-independent sample test and compare means was used. After analysis it was found that the most preferred factors were Career Growth Opportunity, Competitive Salary as per Market, Availability of Job Security, and Work Environment, which affect the talent acquisition and retention both. The study has several limitations but the major limitation was self-administered survey method which was used to conduct the study in which researcher was unable to control whether or not the individual will return or fill in the questions in the right order and the reliability of their responses.