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International Research Journal of Engineering and Technology (IRJET)

e-ISSN: 2395-0056

Volume: 12 Issue: 04 | Apr 2025

p-ISSN: 2395-0072

www.irjet.net

A Study on Employment Branding and its Influence on Job Seekers’ Employment Choices Dhwani Rambhia1, Dr. Reshma Nair2, Prof. (Dr) Bhawna Sharma3 1Student, Amity Business School, Amity University Mumbai, Maharashtra, India

2Assistant Professor, Amity Business School, Amity University Mumbai, Maharashtra, India

Amity Business School, Amity University Mumbai, Maharashtra, India ---------------------------------------------------------------------***--------------------------------------------------------------------3Director- International Affairs & Programs, Officiating HOI,

Abstract - This research attempts to investigate the effect of

the employer branding factor on job seekers' employment choices. There are tangible factors like salary and job security as well as intangible ones like the company culture and career development that influence the perceptions. Statistics from a survey show that career growth and work-life balance are very essential for employees. The ruling source of information in this genre is the digital platforms such as LinkedIn and Glassdoor. The statistical analyses present a strong link between the employer branding perception and that of company culture. However, branding is not good enough in bringing in applications when it lowers salary magnitude, as it then becomes an authenticity issue with actual workplace practice.

Impact Factor value: 8.315

To provide recommendations for companies to improve employer branding and attract talent.

3. RESEARCH METHODOLOGY 3.1 Area of Study: This research looks at the role that employer branding plays across different industries in attracting job seekers and working professionals across the demographic divides. It discusses how effective employer branding in terms of either tangible or intangible elements may be regarding employment decisions. 3.2 Sample of Study: This study is based on the response given to 116 people using a structured questionnaire. Sample comprises different age groups, qualification levels, and working statuses, including students, entry-level employees, experienced employees, and self-employed individuals. This ensures a complete perspective for the understanding of employer branding from various points of view.

1.1 Research Objectives

To identify key employer branding factors influencing job preferences.

To evaluate the importance of tangible vs. intangible branding factors in job seekers' choices.

Employer Attractiveness Dimensions (Berthon et al., 2005): They proposed a model where five dimensions of employer attractiveness could be identified: economic value, development value, interest value, social value, and application value. Their work has brought a great emphasis on psychological factors like those related to innovation, work environment, and culture for employing choices.

Employer branding has emerged as a key strategy within recruitment. It refers to the name and the reputation of an organization with regard to its value proposition to potential new hires as well as current employees. Somehow, such a branding strategy is for the semblance and future effect on potential job seekers with reference to information that may be reached through social media or digital platforms in the today competitive job environment. In addition to being a powerful pull factor for--salary, modern candidates evaluate work-life balance, organizational culture, leadership values, and opportunities to grow in their careers as determinants of employment decisions. Having a robust and authentic employee brand brings in quality applicants and increases their retention. An employee brand will fail if it does not match the realities of the workplace in terms of building confidence and having a long-term focus in talent attraction and retention.

Employer Brand Equity Framework (Ambler & Barrow, 1996): Ambler and Barrow were the first to articulate employer branding as the complete value proposition that an organization provides toward functional, economic, and psychological dimensions to employees. They also elaborated that the employer brand operates similarly to a consumer brand: it has the power to attract and retain employees by appealing to their perceptions and needs.

1.INTRODUCTION

To analyze the impact of employer branding on job seekers' decisions.

To assess variations in employer branding perception across different demographics.

2. LITERATURE REVIEW

Key Words: Employer Branding, Job Seekers’ Employment Choices, Career Development, Digital Platforms

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