EMPLOYER BRANDING AND ORGANISATIONAL APPEAL: ANALYSING THE FUNCTION OF BRAND TRUST AS A MEDIATING FACTOR

Abstract

This study looked into how brand trust affects how prospective candidates see the company and how it communicates the employer brand image to them. Through the use of step-wise linear regression, 211 prospective job seekers' data were examined in SPSS 22. According to the study, potential applicants' perceptions of an organisation as an attractive employer were influenced by their faith in its brand, which in turn strongly predicted the organization's attractiveness. It has also been scientifically demonstrated that brand trust acts as a mediator between employer brand perception and organisation attractiveness. This suggests that brand trust functions as a middleman, converting favourable employer brand views into an organisation that attracts more prospective candidates. In addition to offering theoretical insights into the dynamics of employer branding, brand trust, and organisation attractiveness in the context of recruiting, the study emphasises the strategic significance of developing brand trust to improve employer brand perception among potential applicants. It provides insightful managerial advice for businesses, especially those in the Indian IT industry, highlighting the need of putting a strong emphasis on brand trust to build employer brands and draw in top candidates in a cutthroat labour market.