EMPLOYER BRANDING AND APPLICATION INTENTIONS: EVIDENCE FROM GENERATION Z IN VIETNAMESE HOSPITALITY

Abstract

In Vietnam, hospitality is growing strongly and contributing to economic growth, especially after being stagnant due to the COVID-19 pandemic. Recently, this business sector has encountered a shortage of human resources. Based on the person-organization fit theory, this study investigates how employer branding shapes Generation Z's desire to pursue employment in hospitality. The author used the quantitative method with data collected from 554 Gen Zers in Vietnam. SPSS 27 was employed to analyze the data. The findings indicated that payment attractiveness, employer reputation, working environment, and task attractiveness positively influence Gen Z’s application intention. The result advocates an idea that investment in employer branding will attract young candidates, especially Gen Z workers. This recruitment strategy helps businesses in hospitality overcome human resources shortages and appear more competitive in the labor market.