EMPLOYER BRANDING AS A KEY FACTOR IN JOB CHOICE AMONG YOUNG PROFESSIONALS

The relevance of the study is due to the need for effective tools to enhance the attraction, motivation, and retention of employees, particularly young professionals, in a labor market characterized by resource shortage, low unemployment, and a high number of job vacancies. The object of this paper is the employer brand as a key factor influencing job choice. The subject of the study is the employer brand's most appealing attributes for young professionals. The research methods are synthesis, comparison, systematization, generalization, and analysis of relevant scientific literature. The purpose of the study is to identify the attributes of the employer brand that are most attractive to young employees when choosing a job. Through this research, the authors have identified and systematized generational differences in preferences regarding employer brand elements based on a review of several studies related to generational characteristics and the attractiveness of employer brands. The authors conclude that effective management and strategic positioning of the employer brand can serve as a competitive advantage, positively influencing recruitment, retention, and turnover rates.