The role of employer branding in talent management: analysis of key strategies and tools

Purpose This study aims to explore the relationship between employer branding and the recruitment and retention of talented employees, specifically focusing on identifying the key components of employer branding that impact these processes. Design/methodology/approach This research uses a qualitative meta-synthesis methodology, analysing scholarly articles published in English between 2020 and 2024 from various countries. By integrating insights from these studies, the research categorises employer branding factors into a structured analytical model. Findings The study identified 108 codes, 12 concepts and 4 main categories: work environment, human resource management, business management and social networks. The findings indicate that a strong employer brand has positive effects on both attracting and retaining talented employees. By focusing on these dimensions, organisations can strengthen their competitive advantage in the labour market. Originality/value This study classifies the impact of employer branding factors on talent management within a structured analytical model. Unlike previous fragmented studies, it presents an integrated framework that provides practical insights for business leaders, HR managers and policymakers. The findings indicate that aligning employer branding with organisational culture and employee expectations enhances efficiency, recruitment and retention. A strong employer brand also strengthens diversity, equity and inclusion, fosters inclusive work environments and boosts productivity and innovation. By synthesizing the latest research, this study offers a deeper understanding of employer branding’s role in workforce competitiveness and organisational success.