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In the context of a corporate case study, this paper aims to propose and test a talent analytics model that enables organisations to optimise their employer value propositions and branding strategies in a comparative manner.

After the conceptual framework was translated into a quantitative model, data were collected via online self-completed questionnaires and analysed with statistical techniques.

Revealing misalignments with the employment preferences of Gen Z, the model’s capability to optimise employer value propositions and branding strategies is effectively demonstrated.

Providing an actionable framework for corporate and academic readers, this paper has scope to serve as a guide for scholarly or practitioner talent analytics projects focused on attraction.

Focused exclusively on attraction, to the best of the author’s knowledge, this is the first paper to apply an in-depth talent analytics model which prescribes employer branding as a mediator variable.