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.
Parihar et al. (Thu,) studied this question.