Unraveling the Big Four Enigma: Exploring Identity-Forming Communication and Retention Intentions Among Generation Z in the Big Four
In the competitive landscape of the modern business world, human capital stands as the cornerstone of organizational success. Retaining talented employees, particularly within Generation Z due to their high demands and aspirations, poses a great chal-lenge for organizations. This study investigates the impact of employer branding strategies on the employment intentions for retention of Generation