Role of Branding in Attracting and Retaining Millennials and Gen Z in Organisations

The Fourth Industrial Revolution dramatically increased the demand for information and communication technology specialists, globally. According to human resource specialists and industry experts, competition between companies to attract talents in this area has intensified all over the world. Moreover, this is further aggravated by the fact that information and communication technology specialists can work remotely from different locations and place of residence no longer limits their employment in companies in other countries. Moreover, the establishment of remote work was remarkably accelerated during COVID-19 pandemic. Recruitment and retention of talents is related with number of challenges in Georgian information and communication technology companies as well. In addition, the specific characteristics and preferences of the “Millennials” and generation “Z” (which includes most of the information and communication technology specialists) should be considered. The purpose of this study is to evaluate the role and importance of employer’s brand in attracting and retaining millennials and gen z. The overall objective was to identify means to attract and retain these talents in the face of fierce global competition.