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From Internship to Intention: Employer Branding Effects on Job Application Intention of Final-Year Management Undergraduates in Sri Lanka
Kelaniya Journal of Management 15(1): 29–51 · 2026
https://doi.org/10.4038/kjm.v15i1.7895
Abstract
In the contemporary competitive global employment landscape, employer branding is an essential approach for attracting and retaining premier talent. This trend is apparent in Sri Lanka, where firms leverage employer branding to mitigate brain drain and retain qualified graduates. This study investigates the influence of employer branding on the job application intentions of final-year management undergraduates participating in industrial training at state universities in Sri Lanka's Western Province. Data from 318 undergraduates were evaluated using a conventional questionnaire and stratified random sampling, employing SPSS for descriptive, correlation, and regression analysis. The results indicate a substantial correlation between employer branding and the propensity to apply for jobs. Critical factors, including interest value, social value, and developmental value, substantially impact students' job application decisions. The study highlights the significance of employer branding in influencing career decisions and offers critical insights for firms seeking to improve their recruitment efforts and attract proficient graduates.
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