Employer Branding for Attracting and Retaining Generation Z Talent: Systematic Literature Review
DOI:
https://doi.org/10.63208/21014-567Keywords:
Employer Branding, Generation Z, Organizational Attractiveness, RetentionAbstract
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. Several articles that have undergone peer review and been published over the past five years 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.
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