A Study on Employer Branding and Job Choice among MBA Students in Kalyani

Abstract

Employer branding has emerged as a crucial factor influencing job seekers' perceptions and career decisions in today's competitive employment market. This study examines the impact of employer branding on job choice among MBA students, focusing on their awareness of employer branding and preference for branded organizations. The research was conducted using a structured questionnaire administered through Google Forms. A total of 43 respondents participated in the study using a convenience sampling method. The collected data were analyzed using percentage analysis, mean score analysis, ranking analysis, and Pearson correlation analysis. The findings reveal that a significant majority of MBA students are aware of employer branding and prefer well-known organizations due to factors such as company reputation, career growth opportunities, salary packages, and work culture. The study concludes that employer branding significantly influences students' job application intentions and job preferences, highlighting its importance in talent attraction and recruitment strategies.

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DOI & Citation