The Influence Of Employer Branding and Social Media on Generation Z’s Job Application Intentions with the Mediating role of Company Reputation

Purpose: To determine the direct influence of employer branding, social media, organizational attractiveness, and corporate reputation on the intention to apply for a job. Additionally, the study aims to investigate the indirect effect of employer branding on the intention to apply for a job through social media, organizational attractiveness, and corporate reputation. Research methodology: The research was conducted on university alumni in Malang. It employed a survey method using a questionnaire as the data collection tool. The study involved 210 respondents from both public and private universities in Malang. A Likert scale ranging from 1 to 5 was used for measurement. The analysis was performed using Structural Equation Modeling (SEM) with PLS software. Results: The study reveals that employer branding significantly boosts job application intentions, with social media serving as a mediator that amplifies this impact. Organizational attractiveness, emphasizing product quality and workplace environment, emerges as the most influential factor. Corporate reputation also positively influences job application intentions and mediates the relationship with employer branding. These interconnected factors offer valuable guidance for enhancing recruitment strategies. Limitations: The study has limitations, including its focus university alumni in Malang. Contribution: This research can be seen from several aspects that are relevant to both theory and practice in the fields of human resource management and organizational marketing, particularly related to employer branding and recruitment.

The purpose of this study is to explore Generation Z's perspective on utilizing social media information to apply for jobs via company employer branding. This quantitative study uses Least Square-Structural Equation Modeling (PLS-SEM) with a second-order research model to examine the influence of social media, employer branding, and competitive advantage on the interest in job applications and corporate reputation. Data was collected through a self-administered questionnaire using a 5-point Likert scale, distributed to 211 Generation Z respondents using the Lemeshow approach. Seven hypotheses were tested: (1) social media significantly affects job application interest; (2) employer branding significantly affects job application interest; (3) competitive advantage significantly affects job application interest; (4) job application interest significantly affects corporate reputation; (5) social media significantly affects corporate reputation; (6) employer branding significantly affects corporate reputation; (7) competitive advantage significantly affects corporate reputation. The study’s results indicate that all hypotheses were accepted, except for hypothesis (4). The practical implications include offering companies valuable insights on effectively using social media in employer branding to boost applicant engagement.

This research investigates the impact of employer branding, e-recruitment, and corporate reputation on job applicants' intention to apply, with social media usage as a moderating variable. In a competitive digital landscape, understanding how these factors influence job seekers' behavior is crucial for companies aiming to attract top talent. Based on a sample of 203 respondents and measured using Partial Least Squares Structural Equation Modeling (PLS-SEM), the study demonstrates that both employer branding and e-recruitment positively and significantly influence the intention to apply. Corporate reputation is crucial in determining applicants' decisions, and social media activity strengthens the correlation between the intention to apply for jobs and the company's reputation. These results imply that businesses should prioritize employer branding and actively manage their digital presence, particularly on social media, to better engage with and attract potential job applicants.

The "Talent War" has been going on for a while. This has prompted businesses to create strong employer brands that project a positive impression to potential job applicants to draw in the best-qualified ones. Although numerous researchers are interested in employer brand, however, little attempts have sought to comprehend how the two generations X and Y perceive the characteristics of an employer brand and how it affects their intention to apply for a job. Therefore, this paper seeks to understand the impact of employer brand attributes on generation X and Y attitudes and intention to apply for a job. It also examines the moderating influence of values congruence and social media on the connection between employer brand and intention to apply for a job, along with the role of belonging to generation X or Y, business sector, and experience level. Conducting a quantitative approach, 272 questionnaires were collected and analyzed. Using AMOS-SEM, the empirical findings revealed that employer brand positively affected job-seeking attitudes; however, there is no significant link between employer brand and intention to apply for a job. Additionally, the findings confirmed the interaction role of both values congruence and social media on the association between employer brand and intention to apply for a job. In addition, by conducting a multigroup analysis (MGA), we found no empirical support for the significant effect of experience and business line. Nevertheless, the positive and significant effect of belonging to generation X was revealed. This paper holds outstanding theoretical and managerial contributions for concerned scholars and employers, respectively.

This research is motivated by the background that business development from the beginning of the month has increased gradually, until the month of Ramadan and holidays arrives, but after the holidays there is also a gradual decline, this is influenced by various factors, including: People's purchasing power decreased due to the Covid-19 pandemic which affected economic development, Promotion of SME companies to be stagnant because the T-shirt model was a little not up to date, The company's reputation was also disrupted by the covid-19 pandemic, customers/buyers wanted to always be the latest models, while the production of House of Plain T-shirts was a bit monotonous in models and colors. Based on this information, that Instagram can be the most strategic social media to become a marketing medium, Instagram content can be said to be very important because it can influence someone's behavior or interests. This study aims to determine the influence of instagram social media and company reputation partially on the buying interest of consumers of House of Polos T-shirts. This research uses a quantitative approach with a survey method and uses a causal associative method using a quantitative approach. The population studied was 100 respondents. The data collected is in the form of secondary and primary data. Data analysis in this study used Multiple Regression Analysis using SPSS software version 24. Based on the discussion and the results of the study showed that: 1) Instagram social media and company reputation simultaneously have a significant effect on the interest in buying House of Polos Brand T-shirts in Tasikmalaya City. 2) Instagram social media partially has a significant effect on the interest in buying House of Polos Brand T-shirts in Tasikmalaya City. 3) The company's reputation partially has a significant effect on the interest in buying House of Polos Brand T-shirts in Tasikmalaya City

This study aims to analyze the influence of employer branding, corporate reputation, social media information, and corporate social responsibility on the intention to apply for jobs among millennials and Generation Z in Surakarta. The approach used in this study is quantitative, employing a survey method with questionnaires distributed to 100 respondents who meet the criteria. Data analysis was conducted using the Structural Equation Model (SEM) with Partial Least Square (PLS). The results show that employer branding, corporate reputation, social media information, and corporate social responsibility have a positive and significant influence on the intention to apply for jobs. Employer branding and corporate reputation enhance the company's attractiveness to potential job applicants. Information disseminated through social media also plays a crucial role in attracting application interest. Additionally, corporate social responsibility conducted by the company positively impacts the perception of potential employees. This study implies that companies need to pay attention to branding strategies, maintain their reputation, utilize social media, and enhance social responsibility to attract job application interest from millennials and Generation Z.

In the competitive digital era, companies are required to build an image as an attractive workplace to capture the attention of young talent, especially generation Z who will enter the job market. This study aims to analyze the effect of employer branding on the interest in applying for jobs of final year students in North Kalimantan, and to examine the role of social media as a moderating variable in the relationship. The study used a quantitative approach with an explanatory design through a survey method of 350 students from two universities, with data analysis using Structural Equation Modeling-Partial Least Squares (SEM-PLS) techniques. Employer branding was measured based on five dimensions of organizational attractiveness, while job application interest and social media exposure were measured using a Likert scale. The results showed that employer branding has a positive and significant effect on job application interest (β = 0.506; p = 0.002), and social media also has a significant direct effect on job application interest (β = 0.573; p = 0.000). However, the moderating effect of social media on the relationship between employer branding and interest in applying was not statistically significant (β = -0.088; p = 0.969). The findings conclude that while social media is effective as a direct communication channel, its success in strengthening employer brand image depends on the quality of content and consistency of the organization's narrative. The implication of this study suggests that local companies should strengthen their employer branding strategy and utilize social media more purposefully and contextually to attract young talent in frontier regions.

Purpose: Generation Z, born between 1997 and 2012, grew up in the digital era and is highly familiar with the internet and online platforms. This study aims to determine the influence of E-Recruitment, Employer Branding, and Compensation on Generation Z's interest in applying for jobs, as well as the mediating role of Corporate Reputation in the relationship between Employer Branding and Generation Z's job application interest. Methodology: The population of this study consists of Generation Z in the city of Surakarta, with a sample of 385 respondents selected using Cochran's formula. The study employed an online questionnaire via Google Forms, distributed to Generation Z individuals in Surakarta who are either currently seeking jobs or planning to do so in the near future. Data analysis techniques included descriptive analysis using JASP and Structural Equation Modeling (SEM) analysis using Smart PLS 4. Results: The analysis reveals that E-Recruitment has a positive and significant impact on Generation Z's interest in applying for jobs. Employer Branding also demonstrates a positive and significant effect on Generation Z's job application interest. Additionally, Employer Branding significantly influences Corporate Reputation. However, Compensation does not have a significant effect on Generation Z's interest in applying for jobs. Similarly, Corporate Reputation does not significantly affect Generation Z's job application interest. The impact of Employer Branding on Generation Z's job application interest, mediated by Corporate Reputation, shows a negative and insignificant effect. Applications/Originality/Value: This study provides insights for companies in developing more effective recruitment strategies to attract high-achieving Generation Z talent.

Aim/Purpose This study examines how e-recruitment and employer branding influence Gen Z’s job application intentions in Indonesian SOEs, filling a gap in research on employer branding’s mediating role. Background This study aims to answer the extent to which e-recruitment affects the intention to apply through the mediating role of employer branding. Methodology This study employed a quantitative approach. Data collection was facilitated by questionnaires disseminated to 300 new graduates interested in applying to state-owned companies in Indonesia. The collected data were then analyzed using the SEM-PLS technique, supported by SmartPLS 4.0 software. Contribution This research provides a theoretical contribution to the literature on the intention to apply among Generation Z, especially in the context of state-owned enterprises in Indonesia. This research also provides practical implications for state-owned enterprises to increase their attractiveness as employers. Findings The study’s findings indicated that e-recruitment significantly influences employer branding but does not directly impact the intention to apply. However, employer branding plays a crucial role as it significantly affects the intention to apply. Moreover, employer branding also acts as a significant mediating factor in the relationship between e-recruitment and the intention to apply, further strengthening the indirect impact of e-recruitment on potential applicants’ intentions. Recommendations for Practitioners Indonesian state-owned enterprises are advised to strengthen their employer branding strategies that are creative and in line with the preferences of Gen Z, as well as to ensure transparency and responsiveness in the e-recruitment process to increase their attractiveness as a workplace of choice. Recommendations for Researchers Future researchers are encouraged to explore additional variables that influence intention to apply, such as the role of digital technology and social media. Comparison of various sectors and generations can also yield valuable insights and offer a more comprehensive perspective. Impact on Society The findings of this study contribute to improving the competitiveness of the Generation Z labor force and assist state-owned enterprises in Indonesia in their efforts to attract a greater number of young professionals, thereby reducing youth-based unemployment within the Indonesian workforce. Future Research Future research could explore the role of employer branding in various industry contexts further and include longitudinal analysis to observe changes in Generation Z’s preferences for employment.

While social media receive considerable scholarly attention, studies reveal mixed outcomes in relation to its influence on tourists’ destination choices. There is nonetheless a persistent perception that social media has a fundamental influence on destination choice. However, those studies that do find a social media influence are in contexts where tourists are predisposed to be influenced (the contexts were selected due to social media presence or influence). These studies also have limitations in terms of social media types, tourists and destinations. This research responds to the challenges and explores social media influence across diverse destination choice contexts. Through face-to-face interviews conducted with 39 Australian tourist decision-makers, the findings reveal that social media influence is only apparent when specific context-conditions are co-present. Instead, most destination choice contexts are likely to result in low levels of social media influence. The findings advance theory by identifying three contextual dimensions for social media influence: level of social media engagement; destination novelty or familiarity; and complexity of the planning decision. This research importantly demonstrates the need to illuminate context when conceptualising social media influence on tourists’ destination choices. Practically, destinations should utilise social media to demonstrate ease of visit planning.

Organisations increasingly use virtual means to connect with stakeholders to project an employer image among job seekers. Social media-based networking and employer branding strategies to attract and retain talent are effective strategies in the post-COVID scenario. A proper context exists to explore networking activities’ role in building solid social media capital and how this contributes to employer branding efforts. The present study explains how social media activities affect social media capital generation and employer branding. Second, the research examines how social media activities by organisations may help them leverage online social capital resources to create a strong employer brand. Extant literature illustrates how social media has increased the reach and scope for meaningful networking and greater possibilities of reaching out to potential employees through employer branding initiatives. Innovative social media tools for messaging and communicating, such as hashtags, tweeting, pinning, posting, likes and sharing, have made the outcomes more tangible, measurable and reliable. This facilitates effective social capital management to generate an employer’s reputation and a superior employer brand.

Consumptive behavior is characterized by an individual's tendency to spend money on shopping, both offline and online, without considering the priority scale. In this case, financial literacy has a role to play in avoiding consumer behavior and encouraging wiser use of social media. The objectives of this research: 1) The influence of financial literacy on adolescent consumer behavior in Kubu Village, Kubu Raya Regency. 2) The Influence of Social Media on Teenage Consumer Behavior in Kubu Village, Kubu Raya Regency. 3) The Simultaneous Influence of Financial Literacy and Social Media on Teenage Consumptive Behavior in Kubu Village, Kubu Raya Regency. The research method is quantitative. The sample consisted of 200 teenagers. Data collection techniques used questionnaires. Data were analyzed using multiple linear regression. The research results show: 1) The influence of financial literacy on adolescent consumer behavior in Kubu Village, Kubu Raya Regency with a sig value of 0.000 < 0.05. 2) The influence of social media on adolescent consumer behavior in Kubu Village, Kubu Raya Regency with a sig value of 0.000 < 0.05. 3) Simultaneous Influence of Financial Literacy and Social Media on Adolescent Consumptive Behavior in Kubu Village, Kubu Raya Regency with a sig value of 0.000 < 0.05.

Research on intention to apply has been done before. Some of the research that resulted in that the variables - variables that influence on intention to apply is employer branding , reputation of the company , the website recruitment , will be but the results of the study are contained inaccuracies which said that the reputation of the company and website recruitment no effect on intention to apply, so it needs to do research back to answer the formulation of the problems associated with the effect of employer branding, reputation of the company and website recruitment against intention to apply. The purpose of this study was to determine the effect of employer branding, company reputation, and website recruitment on intention to apply. The population in the study subjects was 102,290 people with a sample of respondents as many as 99 people. The method of determining the sample using simple random sampling method. Data collection in this study was carried out through observation, interviews, and questionnaires. The approach that is used in research this is the approach of quantitative, testing the hypothesis in research is using Partial Least Square (PLS) version 3.2.9. Results of the study show the employer branding and reputation of the company has influence positively and significantly to intention to apply, while the website recruitment has influence negatively and significantly against intention to apply.Keywords: employer branding, company reputation, website recruitment, intention to apply

The purpose of the study was to see the influence of social media on the value of companies with company reputation as an intervening variable included in the Katadata ESG Index 2024. The research method used is associative quantitative by taking data on companies that have criteria for inclusion in the Katada ESG Index and are listed on the IDX in 2024, have Instagram social media accounts, have a complete annual report for 2024, and have ESG values to see the company's reputation. This data will be analyzed using the SEM-Amos application with the results of the study, namely (1) social media has a significant positive effect on the value of B2C (Business to Consumer) companies that are included in the Katadata ESG Index. Meanwhile, in B2B (Business to Business) companies, social media has a positive but insignificant influence on the company's value. (2) social media shows a positive and significant direction to reputation (REP) in B2B companies, while B2C companies show a positive but not significant direction. (3) REP has a positive and significant effect on the value of B2B companies. Meanwhile, in B2C companies, REP has a positive but not significant effect on the company's value. (4) Reputation (REP) plays a significant mediator between social media and B2B company values. As for B2C companies, Reputation (REP) is not significant as a mediator between social media and company values.

This study aims to investigate the influence of employer branding on the willingness to apply for a job at a startup company, using social media as a moderating variable. The respondents of this research are 409 third-year students from the top 10 universities in Indonesia. This study employs a quantitative method with a purposive sampling approach. It utilizes surveys and data analysis through PLS-SEM. The findings of this study indicate that five indicators of employer branding, namely interest value, social value, economic value, development value, and application value, have a significant impact on job application intention. Furthermore, the study also reveals that social media does not directly influence these aspects of employer branding, except application value. This research is expected to provide insights and a foundation regarding the impact of employer branding and the use of social media on job application intention for relevant companies. Keywords: employer branding, social media, willingness to apply, start-up