Bridging Marketing and Talent Acquisition: The Mediating Role of Employer Brand Equity in Attracting Job Seekers

Abstract This article offers an analytical overview of Andriani and Putra’s (2019) research, which investigates the pivotal role of employer brand equity as a mediating variable connecting product branding, corporate branding, and social media marketing to the intention of prospective job applicants. Applying a hierarchical component model within the Partial Least Squares Structural Equation Modelling (PLS-SEM) framework, the study reveals that employer brand equity completely mediates the influence of corporate brand and social media marketing on job application intention, while serving as a partial mediator in the link between product brand and applicant intention. The results underscore the importance of aligning employer branding initiatives with broader product and corporate branding efforts, and utilising social media engagement to enhance an organisation’s appeal to potential talent. These insights emphasise the strategic function of employer brand equity as an essential bridge between marketing and talent acquisition, solidifying its relevance in the modern recruitment landscape. Keywords: Employer Brand Equity, Corporate Brand, Product Brand, Social Media Marketing, Recruitment, Applicant Attraction, Mediation, Talent Acquisition, Brand Integration, Partial Least Squares Structural Equation Modelling.