EMPLOYER BRANDING STRATEGIES AND THEIR IMPACT ON TALENT ATTRACTION AMONG GENERATION Z IN THE MALAYSIAN MANUFACTURING SECTOR
DOI:
https://doi.org/10.35631/IJIREV.826042Keywords:
Employee Value Proposition, Employer Branding Strategies, Gen Z, Organizational Reputation, Talent AttractionAbstract
This study explores the effect of employer branding strategies (employee value proposition (EVP), organizational reputation (OR)) and talent attraction within Malaysian Gen Z in manufacturing sector. The framework posits that effective employer branding strategies are proposed to influence Gen Z’s talent attraction in the manufacturing sector. Methodologically, this study utilizes a conceptual research design to generate a conceptual framework that examines the relationships among employer branding strategies (employee value proposition, organizational reputation) and talent attraction. As a non-empirical paper, this study focuses on theory development by systematically reviewing, synthesizing, and integrating existing literature. Theoretically, the paper is expected to demonstrate that EVP and OR strengthens the relationship with talent attraction among Generation Z in Malaysian manufacturing. Practically, it offers insights for policymakers and organizations seeking to develop their recruitment strategies aligned with EVP and OR. This propose relationship is expected to find that all employer branding dimensions positively influence talent attraction among Generation Z in the manufacturing sector. In conclusion, the findings suggest that employer branding strategies play a key role in helping organization attract prospective job candidates.
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References
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