Green Employer Branding and Company Attractiveness for Customers in the Digital Age

The aim of this paper is to determine the impact of green employer branding on a company's attraction to customers in the digital age.Customers in the digital age have high demands and expectations from businesses, particularly in terms of sustainability and environmentally friendly behaviour.Companies must develop and maintain the concept of green employer brand in order to attract customers who are well informed in the digital age as a result of advancements and widespread use of modern information technologies and tools.Green employer branding encompasses an organization's positive attitude toward environmental protection.It is a collection of various practices and policies concerning the sustainable use of natural resources and energy, waste management, and pollution prevention, which improves the company's image and reputation, increases its attractiveness in the customer's view, and influences their decision to purchase a product or use a service.Companies can gain and maintain a long-term competitive advantage in this manner, while also respecting the environment and the principles of sustainable business.