Generation Z's Employer Branding and Their Correlation to the Intention to Apply for a Company

Abstract

Generation Z is currently entering the workforce and continually takes a significant role in companies. This contemporary era, more or less, affects Generation Z's work preferences. There should be a different approach to attracting Generation Z's top talent. Thus, organizations need to better understand Generation Z and design the most suitable employer branding dimensions. It distinguishes the company and its competitor and increases its competitive advantage in the market. The recruitment process is substantial because the success of attracting the best talent impacts the company's performance. This primary research objective is to generate an employer branding framework for Generation Z and seek the correlation to apply to a particular company in the Indonesian context. The Exploratory Factor Analysis (EFA) is employed to examine employer branding's dimensions for Generation Z, followed by Covariance-Based Structural Equation Modelling (CB-SEM) for theory testing and confirming the proposed research framework. The EFA involved 53 respondents, while 220 respondents participated in CB-SEM. This research revealed that the employer branding dimensions for Generation Z consist of economic, social, working culture, and environmental, and sustainability values. However, not all elements influence the intention to apply; economic and social values are the only two significant factors. Demographic and pandemic factors can influence the results. This research contributes to defining Generation Z's employer branding, especially in developing countries.