This research thesis has researched about how employer branding and its relationship to person - organization fit. It focuses on personality traits of applicants and how it can impact their attractiveness of the organization advertised in job adverts.

The purpose of this research thesis is to explain what relationship employer branding via job advertisements has when it comes to establishing P - O fit. In this case between future business students and organizations. The thesis had a deductive approach a cross - sectional research design was applied. A quantitative research method (logistic regression) was used and came from primary data.

The research findings show that employer branding has a positive relationship to creating attractiveness of firms and also has an impact upon person-organization fit. Our findings also indicated that personality characteristics is hard to categorize in order to see what specifically in employer value proposition can attract a specific employee preference.

The limitations were the number of respondents, a larger sample unit could have impacted the results more. Also, using a qualitative method in terms of semiotics could give a more detailed output on respondents’ personality traits.

The original value of the research thesis is that it focused specifically on business students and to what degree employer value proposition is related to person-organization fit.