In today’s competitive business landscape, attracting and retaining skilled young professionals has become a critical challenge for organizations, particularly in the automobile sector. This study investigates the impact of employer branding on the retention of Millennial and Generation Z employees within three prominent automobile companies operating in the IIE, Pantnagar, Uttarakhand Ashok Leyland, Tata Motors, and Bajaj Auto. The research aims to explore how different dimensions of employer branding, such as organizational culture, career growth opportunities, corporate reputation, and work–life balance, influence the intention of younger employees to remain with their current employers.

A quantitative research design will be adopted, using a structured questionnaire administered to Millennial and Gen Z employees across the three organizations. Statistical tools such as correlation and regression analysis will be employed to examine the relationships between employer branding dimensions and employee retention, while also identifying the most influential factors driving loyalty among these generational cohorts.