Abstract
The development of the world revolution has changed the paradigm and stigmas of organizational quality to increase competitiveness from various human resource perspectives. Increasing global challenges have made the employer branding strategy a concern for global research. This study examines the effect of employer branding on Generation Z students' attractiveness and employer choices at unicorn start-ups in Indonesia. This study uses the Structural Equation Model Partial Least Square (SEM-PLS). This study got a total of 200 respondents who fit the criteria. This study's dimensions of employer branding are work culture, ethics & CSR, diversity, and salary & incentives. From the results of this study, the dimensions that proved to be influential were Ethics and CSR, and Diversity. Besides, work culture and salary & incentives are not proven to significantly affect the attractiveness of Generation Z students to Indonesian unicorn start-ups. Social media is proven to have a significant effect on both attractiveness and choice of workplace (employer of choice) Generation Z students at Indonesian unicorn start-ups.
Highlights
In today's increasingly competitive era, companies are required to have a competitive strategy that can improve quality and competitive advantage
The outer model analysis consists of checks on item validity, internal consistency, Averaged Variance Extracted (AVE), and discriminant validity
The results can be caused if the student respondent does not have enough knowledge and information related to the work culture at Start-up Unicorn because the organizational culture is only known after working for the company
Summary
In today's increasingly competitive era, companies are required to have a competitive strategy that can improve quality and competitive advantage. Competition is not just about getting consumers; competition in getting employees with high capabilities is one form of competition in increasing the company's value. Employer branding is one way to attract talented people to join the organization and ensure that potential employees and organizations have the conformity of vision to provide results that meet expectations (Lindholm, 2018). This form of strategy is to develop a more specific value proposition and promotion in internal and external companies (Lievens, 2007) such as offers and promises (Sivertzen, Nilsen, & Olafsen, 2013)
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