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Employer branding-An Employer Attractiveness Tool, Attractiveness Factors for Millennial

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In a VUCA world and growing competition within organizations to attract the right talent, it is of extreme importance for the organizations to build employer branding strategies. Organizations need to know these strategies should be based on what factors. This study aims to understand how employer branding can be used as a tool to promote employer attractiveness. The study specifically explores the preferences of Millennial when they are looking for an employer. The study was done on MBA and BBA students, with and without work experience to know perspectives of both fresher’s who without having any experience aspire and wish their organizations to be of a certain kind and students with work experience who tend to eliminate difficulties they faced in previous organizations and prefer for certain values in their new organizations. 200 students took the survey. This study shows what factors the organizations or brand-building vendors should work on to target the right talent pool.


Pankhuri Jaswal, Sonali Bhattacharya. Employer branding-An Employer Attractiveness Tool, Attractiveness Factors for Millennial. Cardiometry; Issue 24; November 2022; p.652-661; DOI: 10.18137/cardiometry.2022.24.652661; Available from:


Employer branding,  Employer Attractiveness,  Age Groups,  Employer Image,  Employer Reputation,  Brand Building Strategies,  Brand Building Factors
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