Digital Footprint and Brand Loyalty in Attracting and Retaining Talent: An Empirical Study
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| Formato: | Recurso digital |
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Zenodo
2025
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| _version_ | 1866901586780880896 |
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| author | Titly Dhar Soma Bose Biswas Supti Mandal |
| author_facet | Titly Dhar Soma Bose Biswas Supti Mandal |
| contents | <p><strong><span lang="EN-IN">Abstract: </span></strong><span><span lang="EN-IN">This study investigates how digital literacy and brand commitment work together to determine employees’ intention to apply and intention to stay in an organization. Based on a sample of 345 Millennial and Generation Z employees analysed by means of multiple regression, the paper highlights that an organisation’s presence in digital media has a strong effect on brand loyalty and behavioural intentions. Digital branding accounted for over 50% of the variance in application intentions and 29% variance in retention intentions, meaning it recruits talent better than retaining them. For retention, the key requirement is authenticity and consistency between the company’s online image and employees’ real experiences.</span></span></p> <p><span><strong><span lang="EN-IN">Keywords: </span></strong></span><span><span lang="EN-IN">Digital Presence, Employer Branding, Brand Commitment, Recruitment and Retention</span></span></p> <p><strong><span lang="EN-IN">JEL Classification Number: </span></strong><span lang="EN-IN">Q56, M14, M37, M51</span></p> |
| format | Recurso digital |
| id | zenodo_https___doi_org_10_5281_zenodo_18051529 |
| institution | Zenodo |
| language | |
| publishDate | 2025 |
| publisher | Zenodo |
| record_format | zenodo |
| spellingShingle | Digital Footprint and Brand Loyalty in Attracting and Retaining Talent: An Empirical Study Titly Dhar Soma Bose Biswas Supti Mandal <p><strong><span lang="EN-IN">Abstract: </span></strong><span><span lang="EN-IN">This study investigates how digital literacy and brand commitment work together to determine employees’ intention to apply and intention to stay in an organization. Based on a sample of 345 Millennial and Generation Z employees analysed by means of multiple regression, the paper highlights that an organisation’s presence in digital media has a strong effect on brand loyalty and behavioural intentions. Digital branding accounted for over 50% of the variance in application intentions and 29% variance in retention intentions, meaning it recruits talent better than retaining them. For retention, the key requirement is authenticity and consistency between the company’s online image and employees’ real experiences.</span></span></p> <p><span><strong><span lang="EN-IN">Keywords: </span></strong></span><span><span lang="EN-IN">Digital Presence, Employer Branding, Brand Commitment, Recruitment and Retention</span></span></p> <p><strong><span lang="EN-IN">JEL Classification Number: </span></strong><span lang="EN-IN">Q56, M14, M37, M51</span></p> |
| title | Digital Footprint and Brand Loyalty in Attracting and Retaining Talent: An Empirical Study |
| url | https://doi.org/10.5281/zenodo.18051529 |