Authors : Abd Wahab; Alfiannor

Volume/Issue : Volume 10 - 2025, Issue 4 - April

Google Scholar : https://tinyurl.com/yc53x5nx

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DOI : https://doi.org/10.38124/ijisrt/25apr1516

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Abstract : This article explores the conceptual relationship between employer branding and Generation Z’s interest in joining the workforce. Raised in an era of rapid technological and information growth, Generation Z typically seeks dynamic, inclusive, and purpose-driven work environments. Employer branding, which refers to an organization’s efforts to project a favorable image to potential employees, plays a pivotal role in drawing the attention of this generation. Through a literature review and conceptual analysis, the article examines how factors such as corporate values, workplace culture, digital presence, and a company's dedication to sustainability and employee welfare contribute to shaping Generation Z’s perceptions. Therefore, employer branding emerges not just as a promotional tactic, but as a strategic approach to attract emerging talent. This discussion aims to offer companies valuable insights for developing more responsive and generation-aligned branding strategies.

Keywords : Employer Branding; Generation Z; Job Interest; Corporate Image; HR Strategy;

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