Employer Branding in Family Businesses: Attracting Young Talents

This thesis explores the critical role of employer branding in family businesses, focusing on its effectiveness in attracting young talents, particularly their underlying perceptions of family businesses as potential employers. Drawing on qualitative research through semi-structured interviews with young professionals, this study examines these perceptions to address the challenges and opportunities in enhancing their appeal in a competitive talent market. The research highlights that family businesses possess unique attributes, such as strong family values, stability, and long-term orientation, which resonate with young job seekers. However, they also face challenges like perceptions of traditionalism, nepotism, and limited career growth opportunities. The study emphasizes the importance of leveraging digital platforms, aligning employer branding with modern communication strategies, and integrating innovation without losing their cultural authenticity. The findings contribute to understanding how family businesses can strategically position themselves as attractive employers, balancing tradition with innovation to appeal to young talents. This work provides actionable insights for family business owners, HR practitioners, and policymakers on refining employer branding strategies, ensuring sustainable talent acquisition, and addressing generational expectations.