Home / Current Issue / Paper 1717585
Impact of Employer Branding on Attracting Young Talent
Subject area: Management and Commerce · Area of research: Human Resource
DOI: https://doi.org/10.64388/IREV9I11-1717585
Abstract
In today’s highly competitive job market, attracting and retaining young talent has become a major challenge for organizations, making employer branding a critical area of study. This research aims to examine the impact of employer branding on attracting young talent and to identify the key factors that influence their job preferences and application decisions. The study is based on primary data collected from 50 respondents through a structured questionnaire. The findings reveal that a majority of respondents are aware of employer branding and consider it an important factor while evaluating potential employers. Factors such as work culture and company reputation were found to have a significant influence on employer brand perception, while platforms like employee reviews and social media play an important role in shaping candidates’ opinions. The study also indicates that strong employer branding significantly affects job application decisions and helps organizations attract better talent. Statistical analysis using the Chi-Square test confirms that employer branding has a significant impact on attracting young talent. The research highlights the importance of developing a strong employer brand through effective communication, positive work culture, and employee-centric practices. It concludes that organizations must focus on both tangible and intangible factors to enhance their employer image and successfully attract and engage young talent, thereby ensuring long-term organizational growth and competitiveness.
Keywords
Employer Branding, Young Talent, Talent Attraction, Organizational Image, Work Culture, Recruitment, Employee Perception
References
[1] Kakkad, M., Trivedi, R., & Mishra, P. (2021). An empirical study on employer branding to attract and retain future talents. International Journal of Management Studies, 8(2), 45–53.
[2] Dabirian, A., Kietzmann, J., & Diba, H. (2019). A great place to work!? Understanding crowdsourced employer branding. Business Horizons, 62(2), 197–205.
[3] Edwards, M. R. (2010). An integrative review of employer branding and OB theory. Personnel Review, 39(1), 5–23.
[4] Nagar, K., & Sanehal, R. (2025). The role of employer branding in attracting and retaining top talent. International Journal of Research and Analytical Reviews, 12(1), 112–120.
[5] Rao, P., & Vohra, N. (2026). Employer branding as a talent management strategy in SMEs. Vision: The Journal of Business Perspective, 30(1), 55–67.
[6] Iyer, R., Sharma, S., & Mehta, A. (2026). Employer branding and Gen Z employment intentions: The role of digital media. Journal of Organizational Psychology, 15(2), 78–91.
[7] Dassler, T., Kornau, A., & others. (2022). Employer attractiveness and employer branding: A systematic literature review. Frontiers in Psychology, 13, 858217.
[8] Sivertzen, A. M., Nilsen, E. R., & Olafsen, A. H. (2013). Employer branding: Employer attractiveness and the use of social media. Journal of Product & Brand Management, 22(7), 473–483.
[9] Berthon, P., Ewing, M., & Hah, L. L. (2005). Captivating company: Dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), 151–172.
[10] Moroko, L., & Uncles, M. (2008). Characteristics of successful employer brands. Journal of Brand Management, 16(3), 160–175.
How to cite this paper
@article{1717585,
author = {Saumya Parihar, Dr. Shweta Patel},
title = {Impact of Employer Branding on Attracting Young Talent},
journal = {Iconic Research And Engineering Journals},
year = {2026},
volume = {9},
number = {11},
pages = {517-523},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1717585.pdf},
abstract = {In today’s highly competitive job market, attracting and retaining young talent has become a major challenge for organizations, making employer branding a critical area of study. This research aims to examine the impact of employer branding on attracting young talent and to identify the key factors that influence their job preferences and application decisions. The study is based on primary data collected from 50 respondents through a structured questionnaire. The findings reveal that a majority of respondents are aware of employer branding and consider it an important factor while evaluating potential employers. Factors such as work culture and company reputation were found to have a significant influence on employer brand perception, while platforms like employee reviews and social media play an important role in shaping candidates’ opinions. The study also indicates that strong employer branding significantly affects job application decisions and helps organizations attract better talent. Statistical analysis using the Chi-Square test confirms that employer branding has a significant impact on attracting young talent. The research highlights the importance of developing a strong employer brand through effective communication, positive work culture, and employee-centric practices. It concludes that organizations must focus on both tangible and intangible factors to enhance their employer image and successfully attract and engage young talent, thereby ensuring long-term organizational growth and competitiveness.},
keywords = {Employer Branding, Young Talent, Talent Attraction, Organizational Image, Work Culture, Recruitment, Employee Perception},
month = {May},
doi = {https://doi.org/10.64388/IREV9I11-1717585}
}