The study focuses on relationship between dimensions of institute attractiveness and demographic variables in higher education institutions. The research evaluates five dimensions of institute attractiveness: Economic Value (EV), Development Value (DV), Social Value (SV), Interest Value (IV) and Application Value (AV) with demographic variables such as gender, type of employment, experience, qualification and tenure in organisation. To study this relationship, descriptive single cross sectional research design was used. The sampling method was non-probability convenience sampling and sample size was 73 teachers from higher education institutions. Findings of the study indicate that there is no significant difference in perceived importance for dimensions of institute attractiveness between male and female. Results highlight significant differences in the perceived importance of dimensions. Social and Application Values are found more critical among five dimensions. Significant differences were found based on type of employment, qualification, experience and tenure. This highlights perceptions for institute attractiveness across respondent demographics. These findings can be useful for higher education institutions to enhance their appeal as an employer.