Examining the Role of Brand Appeal in Influencing School Students' Career Aspirations and Job Preferences

Abstract

The Present study tries to examine the Role of Brand appeal plays an influential role in shaping school students' career aspirations and job preferences, especially as they approach higher education and professional pathways. This study examined how brand appeal impacts the career decisions of senior secondary school students in the NCT of Delhi across different academic streams, including arts, science, and commerce. Utilizing a mixed-methods approach, qualitative interviews with twenty eight senior secondary students were conducted to develop a quantitative questionnaire consisting of thirty six items exploring aspects of brand appeal, including corporate reputation, industry innovation, and employer branding.

In today's competitive talent acquisition environment, grasping the significance of employer branding and its impact on students' perceptions and preferences is crucial. Students pursuing a science background, particularly in medical or related fields, showed a preference for esteemed hospitals , research institutions and Hospitals. These brands attracted students with their reputation for excellence, opportunities for cutting-edge research, and significant contributions to healthcare. For students from engineering and technology backgrounds, major companies of ITs were especially appealing due to their innovative practices, strong corporate culture, and avenues for professional growth in cutting-edge fields such as artificial intelligence and software development. Commerce students were drawn to leading financial institutions for their strong brand presence, opportunities in investment banking, finance, and economic policy, as well as the potential for lucrative careers and professional development. Meanwhile, arts students were predominantly influenced by the appeal of government and civil service jobs.Male students generally focused more on career-related courses that are socially influenced and offer easy job opportunities in their respective sectors. Meanwhile, female students predominantly pursued courses that lead to prestigious careers such as teaching. The allure of these roles was attributed to their stability, societal impact, and prestigious nature, as well as the opportunity to shape policy and governance.

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