A Study on the Impact of Employer Branding on Attracting Gen Z Talent in the IT Sector.

Seema Banu J H1 , Prof. Rinku Mathew Modoor2

1 MBA Student, Department of Management Studies, Surana College (Autonomous), Bengaluru, Karnataka, India
2 Assistant Professor, Department of Management Studies, Surana College (Autonomous), Bengaluru, Karnataka, India

ABSTRACT

In today's competitive business environment, employer branding has become a key strategy for organizations to attract and retain talented employees. As Generation Z (Gen Z) enters the workforce with changing career expectations and workplace preferences, IT organizations are placing greater emphasis on building a strong employer brand. This study examines the impact of employer branding on attracting Gen Z talent in the IT sector in Bengaluru. It focuses on key employer branding dimensions, including career development opportunities, work-life balance, social media employer branding, and economic value, and analyzes how these factors influence Gen Z's intention to join IT organizations.

The study adopts a quantitative research approach, with primary data collected from Gen Z students and fresh graduates using a structured questionnaire. The collected data will be analyzed using appropriate statistical techniques to examine the relationship between employer branding and talent attraction. The study also addresses the limited empirical research on Gen Z's employer preferences within Bengaluru's IT sector. The findings are expected to provide valuable insights for HR professionals and recruiters in developing employer branding strategies that align with the expectations of Gen Z. Furthermore, the study contributes to the existing literature by offering practical recommendations for attracting and engaging future talent in the rapidly evolving IT industry.

Keywords: Employer Branding, Generation Z (Gen Z), Talent Attraction, IT Sector, Bengaluru.