Abstract

The increasing dominance of Generation Z in the global workforce has reshaped organizational approaches to talent acquisition and retention. As digitally oriented and value-driven individuals, Gen Z employees prioritize authenticity, meaningful work, flexibility, and transparent communication. This systematic literature review examines how employer branding (EB) influences organizational attractiveness and retention intention among Generation Z. A total of 15 peer-reviewed articles published between 2018 to 2024 were analyzed. The findings show that EB positively contribute to both attraction and retention, driven by factors such as genuine communication, value alignment, digital engagement, and employee experience. Construct including organizational identification and perceived work-life balance further strengthen this relationship. The review concludes that organizations must adopt authentic, consistent, and culturally aligned EB strategies to remain competitive in the evolving talent landscape. The article discusses findings through a PRISMA-guided thematic synthesis, comparing quantitative correlations and qualitative insights.