Abstract: Employer branding has emerged as a crucial component in attracting and retaining talent in today’s competitive job market. This study explores the impact of employer branding on talent acquisition practices among organizations. The research focuses on how factors such as organizational culture, reputation, work environment, compensation, and career development opportunities influence job seekers’ decisions. By analysing survey responses through correlation and regression analysis, the study provides empirical insights into the significance of employer branding in shaping candidates' perceptions and preferences. This technology is seen as a pathway to improving external and internal interactions and communication between jobseekers, firms, employees, and other stakeholders, as well as to build data bases to store and recall data. These are the main strategic advantages of a recruitment system. The findings of this study also show that recruitment in Indian public sector is still in-progress have not fully implemented technology.

Keywords: Employer Branding, Talent Acquisition, Organizational Culture, Recruitment Job Seekers, Employer Value Proposition, Retention, Human Resources.

| DOI: 10.17148/IARJSET.2025.124106