Employer Branding in the Age of Global Talent Mobility, AI, and Gen Z. A Theoretical-Empirical Mapping of its Evolution, Challenges, and Opportunities
DOI:
https://doi.org/10.12795/Ambitos.2025.i68.11Keywords:
employer brand, corporate reputation, human resources, marketing, jobAbstract
In a global context characterized by high workforce mobility, talent shortages, and the rise of disruptive technologies such as artificial intelligence, employer branding has become a critical strategy for attracting and retaining human capital. This study provides a comprehensive overview of the current state of employer branding through a dual methodological approach: a bibliometric analysis of 705 articles indexed in Scopus and Web of Science (2020-2025), and a systematic review of 41 open-access publications. It identifies dominant research themes, key authors, and conceptual dimensions, along with the tangible and intangible components of the Employee Value Proposition (EVP). Emerging trends are also discussed, including the automation of recruitment processes with AI and chatbots, the strategic use of platforms such as LinkedIn, TikTok, and Discord, and the shifting workplace expectations of Generations Z and Alpha. Despite conceptual stability in the field, the findings reveal a lack of significant theoretical renewal, highlighting the need for interdisciplinary research at the intersection of strategic communication, technology, and talent management.
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