Author(s) :   Prof. Rajbir Singh

Abstract : This study investigates the relationship between employer branding and job applicant intentions within the Indian higher educational landscape, with a specific focus on higher education institutions. Primary data were collected from 480 participants enrolled in master's degree programs across diverse educational institutions. Utilizing multiple regression analysis with IBM SPSS Statistics Version 24, the research rigorously scrutinized the proposed relationship. The study highlights the significant predictive power of key factors such as value interest, social and economic values, and development and application values in influencing individuals' intentions when pursuing job opportunities. Notably, a positive relationship emerged between the emphasis on these values and the likelihood of job seekers exhibiting favorable intentions based upon social exchange theory. This research underscores the paramount importance of employer branding in shaping the perceptions and attitudes of prospective employees within the Indian educational context. This study contributes to the existing literature by providing empirical evidence of the impact of employer branding on job applicant intentions within the Indian higher educational sector. By identifying key factors influencing job seekers' intentions, the research offers valuable insights for educational institutions and organizations aiming to optimize their recruitment strategies and enhance employer brand equity.

Keywords:Employer branding, Intention to apply, Value Interest, Social Values, Economic Values, Development Values, Application Values, Human Resource (HR).

DOI : https://doi.org/10.61161/ijarcsms.v7i1.1

Pages : 127-138

*Authors are invited to submit papers through E-mail at editor.ijarcsms@gmail.com