Authentic Femvertising, Workplace Spirituality and Ethical  Employer Branding: Understanding Generation Z Expectations  from Value-Centric Organizations

Shweta  Singh; Shradha  Shivani; Niraj  Mishra

doi:10.21844/16202118203

Shweta Singh Research Scholar, Department of Management, Birla Institute of Technology, Mesra, Ranchi, India
Shradha Shivani Professor, Department of Management, Birla Institute of Technology, Mesra, Ranchi, India
Niraj Mishra Assistant Professor, Department of Management, Birla Institute of Technology, Mesra, Ranchi

DOI: https://doi.org/10.21844/16202118203

Keywords: Authentic Femvertising, Workplace Spirituality, Ethical Employer Branding, Organizational Authenticity, Women Empowerment

Abstract

The modern organisational environment has changed considerably, with younger generations' views of their organisations shifting. Historically, the main emphasis of many organisations was centered on their employer brand image and how it relates to economics, career advancement, and reputation. Today, organisations are viewed through multiple lenses (ethical, social, and values-related), and new studies indicate the emergence of "Authentic Femvertising" (female-targeted marketing/advertising) as a means of signaling organizations' commitment to gender inclusiveness, dignity, diversity, and social responsibility. Additionally, Workplace Spirituality is becoming increasingly important to organisations looking to create work environments that foster emotional connection, compassion and ethical behaviour. This study examined the relationships among Authentic Femvertising, Workplace Spirituality, and Generation Z Value Orientation and Ethical Employer Brand Image within value-centric organisations. A total of 200 Gen Z and Young Millennial participants responded to a perception-based survey. Data interpretation included reliability analysis, descriptive statistics, correlation analysis, and regression modelling, all using an ethics- and spirituality-oriented approach. Results indicated Workplace Spirituality was positively affected (the most) by Ethical Employer Brand Image (and followed by Authentic Femvertising and Generation Z Value Orientation).

Additionally, the study demonstrated that female empowerment-oriented communications contribute positively to employer attraction when perceived as authentic and aligned with the organisation's values rather than as a form of superficial or promotional activism. Overall, the results demonstrate that sustainable employer branding will require an integrated approach that includes both ethical communication and a human-centred workplace culture, along with a spiritually grounded organisational identity. As such, the study advances the existing literature on management ethics and spirituality by providing a unified conceptual model for ethical branding, workplace spirituality, and value-based organisational communication.