000161805 001__ 161805 000161805 005__ 20251017144649.0 000161805 0247_ $$2doi$$a10.1108/JPBM-07-2024-5349 000161805 0248_ $$2sideral$$a144466 000161805 037__ $$aART-2025-144466 000161805 041__ $$aeng 000161805 100__ $$0(orcid)0000-0001-6631-8909$$aBuil, Isabel$$uUniversidad de Zaragoza 000161805 245__ $$aBuilding strong employer brands: the role of gamification 000161805 260__ $$c2025 000161805 5060_ $$aAccess copy available to the general public$$fUnrestricted 000161805 5203_ $$aPurpose In recent years, organizations have increasingly used gamification in their recruitment processes. Surprisingly little is known about how the application of gamification in this context can affect employer branding outcomes. The purpose of this study is to extend previous findings by investigating the influence of motivational affordances included in a gamified activity used during recruitment on individuals’ engagement and how this, in turn, affects employer familiarity, employer reputation and organizational attractiveness. Design/methodology/approach Data from participants in a gamified recruitment process based on an escape game were analysed using partial least squares structural equation modelling. Findings The results indicate that engagement is particularly fostered when individuals interact with achievement and progression affordances that provide them with clear tasks and structured challenges. Likewise, the interaction with social affordances in gamified recruitment is highly encouraged, either through cooperation with team members or competition among teams or participants, providing opportunities for social dynamics that enhance engagement. Once engagement is fostered, it positively relates to employer familiarity and employer reputation. Employer familiarity positively predicts employer reputation, which subsequently promotes organizational attractiveness. Originality/value To the best of the authors’ knowledge, this paper represents one of the first published attempts to empirically examine the relationship between gamification and employer branding 000161805 540__ $$9info:eu-repo/semantics/openAccess$$aby-nc$$uhttps://creativecommons.org/licenses/by-nc/4.0/deed.es 000161805 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/acceptedVersion 000161805 700__ $$0(orcid)0000-0001-5268-1723$$aCatalán, Sara$$uUniversidad de Zaragoza 000161805 700__ $$0(orcid)0000-0003-0752-3202$$aHernández-Ortega, Blanca$$uUniversidad de Zaragoza 000161805 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados 000161805 773__ $$g(2025), [20 pp.]$$pJ. prod. brand manag.$$tJournal of Product and Brand Management$$x1061-0421 000161805 8564_ $$s642489$$uhttps://zaguan.unizar.es/record/161805/files/texto_completo.pdf$$yPostprint 000161805 8564_ $$s1306549$$uhttps://zaguan.unizar.es/record/161805/files/texto_completo.jpg?subformat=icon$$xicon$$yPostprint 000161805 909CO $$ooai:zaguan.unizar.es:161805$$particulos$$pdriver 000161805 951__ $$a2025-10-17-14:35:31 000161805 980__ $$aARTICLE