Impact of Employer Branding Strategies on Talent Attraction in Competitive Job Markets

In an intensely competitive job market, employer branding has emerged as a decisive factor influencing candidates’ willingness to apply for and join an organization. This study examines how employer branding strategies—such as organizational reputation, employee value proposition (EVP), workplace culture communication, corporate social responsibility (CSR) visibility, and digital employer presence—shape jobseekers’ perceptions and ultimately attract top talent. Data were collected from 178 job applicants across IT, finance, consulting, and hospitality sectors, complemented by interviews with 14 recruitment specialists. The findings show that a compelling EVP and transparent workplace culture communication have the strongest influence on talent attraction, while digital employer branding significantly affects early-stage candidate interest. CSR-driven branding was found to resonate particularly with younger applicants who prioritize social impact. The study concludes that organizations that articulate a distinct, authentic, and values-driven employer brand gain a competitive edge in attracting skilled talent.