The Role of Employer Branding in Attracting Talent with Mediating Role of Job Seeker Perception and Moderating Role of Industry Competitiveness in IT Industry of Pakistan

Abstract

The purpose of this study is to examine the impact of employer branding on talent attraction and engagement in the IT industry of Pakistan, with a focus on job seeker perception as a mediating variable and industry competitiveness as a moderating variable. Using a quantitative research design, data were collected from 370 employees and job seekers, selected from a population of 10,000 across medium and large IT companies in Islamabad and Rawalpindi.The study employed PROCESS Macro for mediation and moderation analysis. Findings reveal that employer branding has a significant positive effect on talent attraction and engagement. Job seeker perception significantly mediates this relationship, while industry competitiveness moderates the strength of the effect of employer branding on talent attraction.This research contributes to the literature by integrating Signalling Theory, Social Identity Theory, Attraction–Selection–Attrition Theory, and Resource-Based View, highlighting the strategic role of employer branding in the IT sector. Practically, the study offers actionable insights for IT companies seeking to enhance their talent acquisition and engagement strategies through effective employer branding initiatives.