Examining total rewards, employer branding, and work-life balance as determinants of employer attractiveness among hotels in Kuala Lumpur

Employer attractiveness is an increasingly critical issue in the hospitality industry due to intense competition for Generation Z talent. Hence, hotels must develop a deeper understanding of the factors that shape Generation Z employees’ perceptions of employer attractiveness in order to attract and retain them effectively. Accordingly, this study aims to examine total rewards, employer branding, and work–life balance as determinants of employer attractiveness among hotels in Kuala Lumpur. Data were collected through a self-administered questionnaire distributed to Generation Z employees working in three selected hotels within the Kuala Lumpur area. A total of 180 questionnaires were distributed, of which 169 usable responses were returned and analysed. Linear regression analysis was used to examine the relationships between total rewards, employer branding, work–life balance, and employer attractiveness. The findings reveal that work–life balance has a significant and positive relationship with employer attractiveness. In contrast, total rewards and employer branding were found to have no significant relationship with employer attractiveness. These results indicate that Generation Z employees place greater emphasis on achieving a balance between work and personal life compared to financial rewards or employer branding. This study highlights work–life balance as a key determinant influencing employer attractiveness among Generation Z employees in the hotel industry. The findings contribute to the existing literature by offering empirical evidence on Generation Z workforce preferences within the hospitality context. From a practical perspective, hotel management should prioritise flexible work arrangements and supportive workplace policies to enhance employer attractiveness. Theoretically, this study provides a foundation for future research to explore additional influencing factors and to extend the investigation to different industries or demographic groups.