Abstract:
The current study was initiated with the objective of assessing the
impact of employer branding on employee recruitment with reference
to generation Y. Currently, as the potentials from generation Y are
entering the job market, how their sense of brand-conscious does
influence the organizational context was assessed through this
research. The current research was conducted as a cross-sectional
quantitative field study among a sample of 2000 final year
undergraduates randomly selected from six public universities in Sri
Lanka. Primary data was collected from a standard questionnaire
which has met the accepted level of validity and reliability.
Descriptive statistics, Spearman correlation coefficient, and simple
regression were used to analyze the data and arrive into conclusions. It is found that there is a significant-positive-moderate relationship
(r=0.479), and the impact of employer branding on recruitment
(r2S=58.5%) in the context of generation Y in Sri Lanka. Hence, it
could be concluded that recruiting efforts of an organization can be
manipulated via employer branding in the context of generation Y
undergraduates. So that, it is recommended for Sri Lankan corporates
to develop their own employer brand image which is sufficient to
generate and retain the best and the competitive talent with the
organization which in turn will generate sustainable competitive
advantage in the industry and the market.
