EMPLOYER BRANDING AND TALENT ACQUISITION: THE MARKETING-HR NEXUS

Abstract

Employer branding has evolved from a predominantly marketing-oriented concept into a strategic HR capability that significantly shapes talent acquisition outcomes. This study examines the marketing-HR–HR nexus in employer branding and its impact on attracting and engaging talent between 2018 and 2025. Drawing on recent academic and practitioner literature, the study explores how organizations integrate marketing tools, digital channels, and storytelling with HR systems, employee value propositions (EVP), and candidate experience to build compelling employer brands. A qualitative research design is adopted, using a review of contemporary studies, conceptual papers, and empirical evidence to identify key drivers, practices, and challenges of employer branding in talent acquisition. The review highlights that a strong, authentic, and consistently communicated employer brand increases the quality and quantity of applicants, reduces recruitment costs, and enhances retention by aligning external promises with internal experiences. Social media, data-driven targeting, and content marketing have emerged as central levers, enabling organizations to broadcast culture, purpose, and employee stories at scale, while HR ensures that the internal work environment delivers on these claims. However, the literature also underscores risks associated with misaligned branding, information overload, and overreliance on external image at the expense of substantive HR practices. The findings position employer branding as a shared strategic responsibility of marketing and HR, requiring cross-functional collaboration, integrated metrics, and continuous dialogue with current and prospective employees. The paper concludes by outlining implications for practice, limitations of the present study, and directions for future research on the marketing–HR interface in employer branding and talent acquisition.