Success Factors of Employer Branding and Challenges in Employee Recruitment and Retention: A Literature Review
DOI:
https://doi.org/10.51137/wrp.ijcod.700Keywords:
Employer Branding, Employee Recruitment and Retention, Employer Value Proposition (EVP), Generation Z, Skills ShortageAbstract
The increasing skills shortage creates significant challenges for companies globally. Demographic shifts and the distinct expectations of Generation Z intensify competition for qualified talent. Organizations must therefore position themselves as attractive employees to secure their future workforce. This paper analyzes the success factors of employer branding in employee recruitment and retention, with particular emphasis on the expectations of Generation Z. A structured literature review approach is applied to evaluate current academic research and empirical studies on employer branding, talent attraction, and employee engagement. The analysis focuses on fundamental concepts, strategic success factors, and emerging challenges associated with employer branding in the context of digital transformation and changing workforce values. The findings indicate that financial incentives alone are insufficient to attract and retain young talent. Instead, Generation Z prioritizes work–life balance, meaningful work, sustainability, and opportunities for personal development. Digital communication channels and social media platforms play a central role in shaping employer attractiveness and candidate perceptions. Furthermore, research highlights the importance of psychological empowerment and employee engagement as mechanisms that strengthen organizational commitment and long-term retention. The results demonstrate that a strong and authentic Employer Value Proposition positively influences corporate reputation and applicant willingness. Employer branding must therefore be understood as a strategic management approach that integrates corporate culture, talent management, and digital communication. The integration of resilience, well-being, and authentic employer communication contributes to long-term competitiveness. Successful implementation requires a consistent organizational identity that bridges internal culture and external employer brand communication.
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