EMPLOYER BRANDING AND ITS INFLUENCE ON MILLENNIAL AND GENERATION Z TALENT ATTRACTION: A CRITICAL REVIEW

In an increasingly competitive global labor market, organizations face unprecedented challenges in attracting and retaining early-career talent. This critical review synthesizes empirical and theoretical literature published between 2021 and 2026 to examine the influence of employer branding on Millennial and Generation Z talent attraction. Grounded in Signaling Theory, Social Identity Theory, and Person-Organization Fit Theory, this study analyzes 16 benchmark empirical articles identified through PRISMA 2020 systematic review protocols. Findings reveal that while Millennials prioritize career advancement, competitive compensation, and work-life integration, Generation Z candidates place significant emphasis on Environmental, Social, and Governance (ESG) authenticity, diversity and inclusion, mental health support, and transparent digital communication. Furthermore, the integration of social media employer branding and AI-personalized candidate experiences significantly enhances job application intentions, mediated by perceived organizational prestige and psychological contract trust. The review concludes with a multi-level strategic framework to assist HR practitioners in optimizing omnichannel employer branding value propositions.