Volume 11 - Volume 11
Employer Branding-An Employer Attractiveness Tool, Attractiveness Factors for Millennial
Abstract
Purpose: In a VUCA world and growing competition within organizations to attract the right talent,
it is of extreme importance for the organizations to build employer branding strategies.
Organizations need to know these strategies should be based on what factors. This study aims to
understand how employer branding can be used as a tool to promote employer attractiveness. The
study specifically explores the preferences of Millennial when they are looking for an employer. The
study was done on MBA and BBA students, with and without work experience to know perspectives of
both fresher’s who without having any experience aspire and wish their organizations to be of a
certain kind and students with work experience who tend to eliminate difficulties they faced in
previous organizations and prefer for certain values in their new organizations. 200 students took the
survey. This study shows what factors the organizations or brand-building vendors should work on to
target the right talent pool.
Paper Details
PaperID: 2577
Author's Name: Pankhuri Jaswal and Sonali Bhattacharya
Volume: Volume 11
Issues: Volume 11
Keywords: Employer Branding, Employer Attractiveness, Age Groups, Employer Image, Employer Reputation, Brand Building Strategies, Brand Building Factors.
Year: 2021
Month: September
Pages: 5533-5548