STUDY ON THE IMPACT OF EMPLOYER BRANDING ON RECRUITMENTPages 71-82
Tejaswini B.,
Abstract
This study investigates the influence of employer branding on job seekers' preferences, focusing on a sample of 303 participants, including fresh graduates, final-year students, and employees seeking better opportunities. Utilizing convenience sampling, a structured questionnaire was administered to collect demographic data and assess perceptions of various employer branding factors. The analysis employed Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) using SPSS and AMOS software, respectively, to validate the measurement model and identify key dimensions of employer branding. The findings reveal that 52.8% of respondents consider employer branding in their job decisions, indicating its growing importance in recruitment strategies. Chi-square tests were conducted to examine the relationships between demographic characteristics—gender, age, and education level—and employer branding preferences. Results show no significant association with gender and age; however, a significant relationship was found between education level and employer branding preference, with postgraduates more likely to value employer branding. This study underscores the need for organizations to enhance their branding strategies to attract potential employees, particularly among highly educated candidates, highlighting the evolving landscape of job-seeking preferences in relation to employer branding.
Keywords: Employer branding,
Demographic factors,
Recruitment preferences.
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T. S. Nanjundeswaraswamya 
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