Human-Centered and Value-Based Employer Branding: an Implementable Model to Enhance Gen Z Retention in the Creative Fashion Industry

This study aims to develop an implementable employer branding model tailored to the characteristics of Generation Z (Gen Z) within Indonesia’s creative fashion industry. Employing a qualitative exploratory approach and utilizing NVivo 15 for thematic data analysis, the research involved in-depth interviews with HR managers and Gen Z employees from three fashion companies. The study identifies five essential pillars for an effective employer branding strategy: (1) employer authenticity, (2) integration of spiritual and social values, (3) participatory narrative involvement from Gen Z, (4) emotionally engaging digital communication platforms, and (5) meaningful work experience. The resulting model advances employer branding theory by incorporating co-narrative branding and value-based representation, reflecting the changing expectations of the younger workforce. Moreover, it offers strategic implications for reducing the high turnover intention commonly observed among Gen Z by enhancing organizational identification, emotional connection, and trust. This value-driven and human-centered employer branding framework serves as both a theoretical enrichment and a practical guide for fashion-based organizations to foster sustained engagement, loyalty, and advocacy among Gen Z employees. The model makes notable contributions across four dimensions: theoretically by bridging generational identity and branding literature; methodologically by applying qualitative analysis supported by NVivo; practically by outlining concrete branding actions; and strategically by equipping HR and communication professionals with a roadmap to improve employer-employee alignment.