Employer branding for the next decade: Commitment of Gen Y and Z to Hospitality Brands in Thailand

Abstract Employer branding has emerged as a strategic mechanism for attracting, engaging, and retaining talent in the hospitality industry, particularly amid increasing competition for Generation Y (Gen Y) and Generation Z (Gen Z) employees in Thailand. This paper explores how employer branding influences brand commitment and perceived loyalty among these younger cohorts, with a specific focus on the hospitality sector’s long-term sustainability through 2040. Drawing on existing literature, the study conceptualizes employer branding as a multi-dimensional construct encompassing identification, total benefits, stability, reputation, and employer–employee relationships, while extending the discussion to include the experiential dimensions of sensory, affective, intellectual, and behavioral brand experience. The paper argues that beyond traditional motivational factors such as compensation and career development, employer brand experience functions as a distinct and increasingly significant driver of employee loyalty. It further examines how Environmental, Social, and Governance (ESG) principles and Diversity, Equity, and Inclusion (DEI) initiatives shape employer attractiveness and retention, particularly among Gen Z, who demonstrate heightened expectations for ethical, transparent, and socially responsible organizations. Generational analysis reveals that while Gen Y values meaningful work, career development, and brand-driven identity formation, Gen Z prioritizes security, rapid career progression, digital transparency, and inclusive workplace cultures. The study highlights that employer branding strategies integrating ESG commitments, DEI practices, and structured career pathways significantly enhance organizational attractiveness and loyalty outcomes. However, evidence suggests that brand experience exerts a stronger influence on commitment than traditional employment alone. The paper concludes that hospitality organizations in Thailand must adopt holistic and experience-driven employer branding strategies to effectively engage and retain Gen Y and Gen Z talent in an increasingly competitive labor market. Keywords: Employer Branding; Gen Y; Generation Z; Hospitality Industry; Thailand; Employee Commitment; Brand Experience; ESG; Corporate Social Responsibility; Diversity Equity and Inclusion; Talent Retention; Career Development; Workforce Engagement; Generational Workforce; Organizational Attractiveness