Exploring the Impact of Employer Branding on Intention towards Job Application: The Mediating Role of Social Media

Abstract

Research on Generation Z's career preferences and expectations is new because they are new to the labour market and have different personalities and interests than previous generations. This requires a different approach to recruiting and selecting jobs. HRD needs to understand the factors that motivate Generation Z to work and adjust the work environment to maintain its presence in the workforce. This research involved 172 respondents from Islamic universities in East Java. This study aims to explore the effect of employer branding on the intention to apply, which is mediated through social media. This study also uses SEM-PLS to answer the hypothesis. The finding is that Employer Branding can influence intention in applying for a job, but social media is not able to mediate the effect of employer branding on intention to apply; social media is at the same time new as an intervening variable.