Assessing the Impact of Employer Branding on Candidate Attraction: A Study from the Student Perspective

Assessing the Impact of Employer Branding on Candidate Attraction: A Study from the Student Perspective

1Kruthi Kasarla     2Dr. Gayathri R     3 Shruthi Kasarla

Student, MBA(HR), Jain (deemed – to – be University), CMS Business School, Bengaluru

Assistant Professor, OB & Human Resource, Jain (Deemed to be University), CMS Business School, Bengaluru

Student, MBA(HR), Jain (deemed – to – be University), CMS Business School, Bengaluru

Abstract
In a competitive job market, employer branding plays a crucial role in shaping candidates’ perceptions and influencing their job preferences. While extensive research exists on employer branding, limited studies focus on its impact from the perspective of students entering the workforce. This study examines how employer branding affects MBA students' attraction to organizations, analyzing key factors such as organizational reputation, work culture, career development opportunities, and corporate social responsibility.

Using a quantitative research approach, data was collected through a structured survey to assess the significance of these factors in shaping employer preferences. The findings reveal that employer branding has a substantial impact on talent attraction, emphasizing the need for organizations to align their branding strategies with student expectations. This study contributes to talent acquisition literature and offers strategic insights for HR professionals to enhance employer branding efforts. Additionally, it lays the groundwork for future research on evolving candidate preferences in a dynamic employment landscape.