Published Paper Details:

This study examines how employer branding influences both the attraction of potential candidates and the retention of existing employees. As competition for skill talent intensifies, organizations increasingly rely on strong and authentic employer branding to differentiate themselves in the job market. The research explores key factors which shapes employee perceptions and hiring decisions. Using a descriptive research design and primary data collected from about 50 respondents, the study analyzes how employer branding affects job seekers application intentions and employees' willingness to remain with their current organizations. The findings reveal that a positive employer brand significantly enhances talent attraction, strengthens engagement, and reduces turnover, while inconsistencies between the brand message and actual employee experience negatively impact trust and retention. The study concludes that organizations must invest in transparent communication, employee well-being, career development, and strong leadership to build a credible employer brand that supports long-term workforce stability. Future research may explore industry-wise comparisons and the evolving impact of remote and hybrid work on employer branding strategies.