Source of competitive advantage differs from one industry to the another. In order to achieve a sustainable competitive advantage the most promising strategy is the human resource portfolio of the organization. The image of the organization in the minds of the employees is transcended in to the stakeholders of the organization. This paper deals with the employee based brand equity factors that can be exploited by the organization in order have a sustainable profitability for the organization. © 2020 Elsevier B.V., All rights reserved.