Paper Title
Fuzzy Prioritizing the Key Enablers of Employer Branding: A Study on The Indian Information Technology Organizations

Employer branding (EB) is emerging as a long-term strategy to attract and retain a skilled workforce. This study aims to identify and prioritize the enablers of EB in the volatile, uncertain, complex and ambiguous (VUCA) world to facilitate a competitive advantage for organizations. The purpose of the study is to prioritize the enablers of EB in the VUCA world. The fuzzy analytical hierarchy process (FAHP) has been considered as the research methodology in the present study. The findings of the study conclude that work-life balance and compensation and benefits emerged as the highly ranked enablers in enhancing the EB practices of the organizations. This research study will open the window of opportunities for future researchers to delve into how EB can substantially impact the engagement and retention of existing employees. Practitioners can use EB strategies, which can help organizations keep the employees engaged and retained for a longer duration. Keywords - Employer branding; Fuzzy analytical hierarchy process (FAHP); Enablers; Prioritization; Modified Delphi