Metaverse: A Conceptual Study on the Implications for Employer Branding for Gen Z

Abstract

Purpose

The main purpose of this conceptual study is to explore the prospective implications of the Metaverse on employer branding strategies, with a specific focus on attracting and retaining Generation Z employees entering the workforce. This paper investigates the potential avenues for integrating employer branding within the Metaverse while addressing the anticipated challenges associated with leveraging the Metaverse for employer branding initiatives for Gen Z employees.

Design/ Methodology / Approach

The current study is a conceptual understanding of the use of the Metaverse for employer branding.  Based on the review of existing literature, and case studies, the current study proposes a framework for employers to align their EB strategies using the Metaverse as a tool.

Findings                                                               

The study identified opportunities for the use of the Metaverse for EB along with the limitations of using this tool. Also, the current study has proposed the conceptual framework for using the Metaverse to attract and retain Generation Z employees.

Research Limitations

The Metaverse, being a recent tool, is currently experiencing limited adoption and implementation, resulting in a scarcity of comprehensive literature in this field. It is anticipated that as empirical evidence accumulates over time, the primary data collected from respondents may differ from the current findings.

Practical Implications

The current study will be useful for the HR professionals engaged in designing and implementing employer branding strategies. Also, the study will address the feasibility and limitations of using the Metaverse as a tool for EB.

Originality

Currently, there are very limited studies that specifically examine the implications of incorporating the Metaverse into Employer Branding strategies specifically for attracting Gen Z employees.