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@article{184495,
        author = {Farah iqubal and swathi NR},
        title = {EMPLOYER BRANDING AND ITS ROLE IN ATTRACTING TALENT: A STUDENT PERSPECTIVE},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {4},
        pages = {4644-4651},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=184495},
        abstract = {In today’s competitive talent market, employer branding has emerged as a strategic tool for organizations to attract and retain skilled candidates. This research paper explores the role of employer branding, specifically from a student perspective, focusing on how it influences their decision-making while applying for internships and jobs. The primary objectives of this study are to understand the role of employer branding in attracting student talent, assess which branding tools (such as social media and word-of-mouth) most strongly influence students, and analyze the level of awareness among MBA and BBA students regarding employer branding strategies.
To achieve these objectives, primary data was collected through a structured Google Form survey distributed among 54 MBA and BBA students. The findings indicate that a significant majority of students consider employer branding an important factor when applying to companies, with aspects like career growth opportunities, work culture, and salary and benefits being the top priorities. The results also highlight LinkedIn, friends/peers, company career pages, and social media platforms as key channels through which students access information about potential employers.
The study concludes that a well-crafted employer brand not only enhances an organization’s attractiveness but also plays a crucial role in shaping students’ perceptions and decisions at an early stage of their careers. This paper emphasizes the need for organizations to strategically communicate their values, culture, and growth prospects across multiple platforms to effectively engage and attract student talent.},
        keywords = {Employer Branding, Talent Attraction, MBA/BBA Students, Recruitment, Social Media, Career Growth, Word-of-Mouth},
        month = {October},
        }