EFFECT OF EMPLOYER BRANDING ON EMPLOYEE RECRUITMENT: EVIDENCE FROM GENERATION Y UNDERGRADUATES

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.