The role of employer branding in meaning of work and brand commitment among Generation Z restaurant employees in the United States

This study applied employer branding as a tool for hospitality organizations to attract and retain Generation Z employees. A total of 491 responses were collected using an online survey, and the data were analyzed using structural equation modeling. The results presented the positive relationships between three values of employer branding (interest, economic, and development values) and the meaning of work. There were positive relationships between social, economic, and development values, and brand commitment. The positive relationship between the meaning of work and brand commitment was uncovered. Additional values that the employer branding measurement items did not include were identified.