From branding to belonging: How employer image and social identity shape organizational attractiveness

This study examines the impacts of employer brand and organizational identification on employer image, enhancing organizational attractiveness. Additionally, the moderating effect of consciousness on social identity is investigated in the transmission of employer image to organizational attractiveness. In the modern job market, where Generation Y and Generation Z dominate, organizations face increasing pressure to stand out as desirable employers. Through Signaling Theory and Social Identity Theory, this research examines how organizations convey their organizational identity, employer brand, and employer image to attract potential candidates. Social identity consciousness is introduced as a key moderating variable that influences how candidates perceive and respond to these organizational signals. The article employs bibliometric techniques and quantitative analysis methods, utilizing SmartPLS 4 software. The findings underscore the importance of organizations considering candidates' social identity consciousness when developing their identity and values to attract top talent. This research offers insight into how organizations can effectively manage their image and brand to enhance their attractiveness in a competitive employment context.