Employer Branding through the Lens of Gen Z: Exploring the Expectations of Potential Job Candidates in Bangladesh

This study explores how Generation Z job seekers in Bangladesh perceive employer branding and the factors that shape their employment expectations. Using a quantitative research approach, the research examines the influence of organizational values, work–life balance, career development opportunities, workplace culture, and social responsibility on Gen Z’s job attraction and intentions. The findings provide practical insights for employers and HR professionals to design employer branding strategies that align with the values and aspirations of the emerging workforce.

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