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IITM Journal of Management and IT

IITM Journal of Management and IT is a Bi-Annual Research Publication of Institute of Information Technology and Management.

P-ISSN: 2349-9826 English Since 2018
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Vol. 17 No. 1 (2026)

Articles Volume 17 Issue 1 Jan - June 2026
DOI 10.65301/iitm.2026.17.1.4

Prioritizing the factors Influencing Employer Attractiveness of Gen Z-—An application of fuzzyanalytic hierarchy process

Authors
NE
Neelam Dhall
DI
Disha Garg
Professor, Jagan Institute of Management Studies, 3 Institutional Area, Sector-5, Rohini, New Delhi-110085 Assistant Professor, Institute of Information Technology & Management, Delhi
8 Views
1 Downloads
Published 2026-07-22
Pages 52-70
Abstract

The present study aims to explore the relative importance of the different dimensions of employer attractiveness on the job applicant's intention to join with special reference to Gen Z. Moreover, the study aims to provide suggestive measures for organizations to develop a comprehensive employer brand strategy that appeals to the multifaceted expectations of Gen Z.


Design/ methodology/ approach- The selected values of employer brand attractiveness were included in AHP questionnaire. Ninety-two management students studying in different management institutions were requested to provide their response and these were included for the prioritization using Analytic Hierarchy Process (AHP) method.


Findings- The research findings suggest that the most important perceived value of employer attractiveness was the Economic value carrying 31.85% importance, followed by Role value (16.85%), Psychological and Cultural value (12.72%), Career Growth value (12.54%) and Ease value (10.16%). The least important perceived values of employer attractiveness were found to be Employer Brand value (6.29%), Location value (5.77%) and Innovation value (3.82%).


Practical Implications- The results of the present study carry significant implications for organizations aiming to successfully attract talent, recognizing the importance of various values, including economic, role, psychological & cultural, career growth, ease, employer brand, location, and innovation, provides employers with actionable insights to customize their recruitment strategies. Moreover, the employer attractiveness perceived value index developed in the present study can be referred by organizations to gauge their respective employer attractiveness perceived value.

Keywords
Employer Attractiveness Gen Z Analytic Hierarchy Process
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How to Cite
Neelam Dhall, Disha Garg . (2026). Prioritizing the factors Influencing Employer Attractiveness of Gen Z-—An application of fuzzyanalytic hierarchy process. IITM Journal of Management and IT, 17(1), 52-70.
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IITM Journal of Management and IT
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P-ISSN 2349-9826
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