Abstract                                                                                                                                  Read full article here

The arrival of Generation Z in the labour force has altered the manner in which organizations manage talent. In contrast to their predecessors, Gen Z prioritizes meaningful work, career development, diversity, and a positive company reputation above mere traditional incentives. Employer branding, accordingly, is crucial in influencing their career choices. This research investigates the impact of branding factors like workplace culture, digital footprint, social responsibility, and employee experience on the attraction of Gen Z job applicants. The results indicate that open value communication, real online interaction, and transparency of commitment to well-being at work make a substantial difference in an organization's attractiveness. Excellent employer branding not only attracts Gen Z talent but also enables long-term retention and company competitiveness.

Keywords: Employer Branding, Generation Z, Talent Acquisition, Employer Value Proposition, Workplace Culture, Digital Presence.