Global Employer Branding (2014–2024): Trends, Gaps, and Perspectives from a Bibliometric Analysis

Abstract

In the last decade, employer branding has established itself as a fundamental strategy in talent management, especially in organizational environments marked by digitalization, sustainability and cultural transformation. The objective of this study is to identify the main trends, thematic and geographic gaps, as well as the predominant theoretical approaches in the academic literature between 2014 and 2024. The methodology consisted of a bibliometric analysis of 150 articles indexed in Scopus, processed using VOSviewer software to identify co-authorship networks, thematic clusters and citation patterns. The results reveal a high concentration of studies in Anglo-Saxon and Asian contexts, with little Latin American participation. From the thematic approach, the authors consider that the field has privileged an instrumental vision of employer branding, to the detriment of ethical, sustainable and communicational dimensions that are key in the current context. It is concluded that it is necessary to broaden the research agenda towards more critical and contextualized frameworks, also incorporating qualitative and mixed approaches that allow understanding employer branding as a strategic process with social and organizational implications.