Abstract
Skilled human capital marks organisational success. Attracting, recruiting, and retaining these employees is vital. Companies are applying branding principles to recruitment function. This is termed as employer branding (EB). Identifying a right fit to suit organizational needs is essential. Organizational communication plays a critical role to relate to job seekers of generation-i; they rely on information imparted via various media and decode their perception. In this study, it is evident that for job seekers, corporate websites are important sources of information while deciding their employer. The reviews on job hunting sites aid perception. Use of AI to relate to prospective employees adds competitive edge. This study was conducted to ascertain dimensions of EB and study the application intent of potential employees. It included students from engineering and management and the employees from the job market. The findings allowed comparison of application intent of three groups. Qualification and experience moderates' application intent of prospective employees was evident.
Highlights
In the technological era, infinite transformations are transpiring
This study focuses on identifying the parameters of employer brand equity as per the perception of the Engineering students, MBA students, and the employees in the job market
Digital and social media are the most important sources of information for generation Y, and employer branding via these media will be more effective
Summary
Organizations are facing intense competition, and customers have advanced to considerably “informed consumers” with the required data and information available at the touch of a button at their fingertips via their mobiles. These transitions influence and impact the approach of individual thinking and the perception and, subsequently, the method we contemplate to correlate with customers. The prevailing business ecosystem poses intense challenges along with extreme comprehensive competition, ever-changing technological features, the progression of the knowledge and information economy, and the necessity for flexibility, resilience, and proficiency (Srivastava & Bhatnagar, 2010)
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