The Influence of Employer Branding and E-Recruitment on Job Application Intention Among Generation Z: The Mediating Role of Corporate Reputation and Moderating Role of Social Media Use
DOI:
https://doi.org/10.61194/ijjm.v6i1.1497Keywords:
Employer Branding, E-Recruitment, Corporate Reputation, Social Media Use, Intention to ApplyAbstract
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.
Downloads
References
REFERENCES
Achmadi. (2013). ANALISIS VARIABEL-VARIABEL YANG MEMPENGARUHI REPUTASI PERUSAHAAN UNTUK MEMBANGUN KEPERCAYAAN DAN MINAT BELI KONSUMEN. J. Chem. Inf. Model, 53, n, 1689–1699.
Adelia, A., Daud, I., Azazi, A., Christiana, M., Kalis, I., Hendri, M. I., Tanjungpura, U., Prof, J., Hadari, H., Jendral, N. /, & Yani, A. (2024). Exploring turnover intentions in Indonesian Generation Z: Emotional exhaustion, employee engagement, and job satisfaction. Journal of Management Science (JMAS), 7(1), 250–256. www.exsys.iocspublisher.org/index.php/JMAS
Afifah, N., Daud, I., & Mulyadina, M. (2022). Viewer Behavior On Social Media: Viral Marketing of A Movie Trailer In Indonesia. Gadjah Mada International Journal of Business, 24(2), 178–197. https://doi.org/10.22146/gamaijb.49987
Agrawal, R. K., & Swaroop, P. (2009). Effect of Employer Brand Image on Application Intentions of B-School Undergraduates. Vision: The Journal of Business Perspective, 13(3), 41–49. https://doi.org/10.1177/097226290901300304
Aise Hayomi, Y., & Suharnomo. (2024). Pengaruh E-Recruitment, Reputasi Perusahaan, dan Kompensasi Terhadap Minat Melamar Kerja Kajian Ekonomi Islam (Studi Pada Fresh Graduate di Semarang). Jurnal Ilmiah Ekonomi Islam, 10(01), 1147–1156. http://dx.doi.org/10.29040/jiei.v10i1.8391
Alfianto, M. R., Novitasari, D. A., & Purnomo, N. (2024). The Influence of E-Recruitment and E-Selection on Interest in Applying for Jobs at the Central Statistics Agency of Lamongan Regency in the 2024 Statistics Partner Program (Case Study of Generation Z of Lamongan Regency). Formosa Journal of Applied Sciences, 3(4), 2019–2030. https://doi.org/10.55927/fjas.v3i4.8716
Alifa, S. M., & Sarasi, V. (2023). The Impact of Employer Branding Towards Intention to Apply on Novo Club Community Batch 1 with Corporate Reputation as Mediation Variable. Journal of Social Science, 4(3), 726–738. https://doi.org/10.46799/jss.v4i3.576
Amara, N. A. N., Barkah, Daud, I., Sulitiowati, & Hendri, M. I. (2023). The Effect of Employer Attractiveness and Compensation on JobPersuit Intention to Fmcg Companies in Indonesia: CoporateReputation as an Intervening Variable. Scientific Research Journal of Economics and Business Management, 2(1), 17–26.
Ananda, P. J., & Santosa, A. (2024). Pengaruh E-Recruitment, Media Sosial, dan Employer Branding Terhadap Minat Generasi Z untuk Melamar Pekerjaan. Journal of Business and Halal Industry, 1(3), 1–16. https://doi.org/10.47134/jbhi.v1i3.176
Anggoro, I. D., & Harsono, M. (2023). The Relationship Between Product Brands, Corporate Brands, Employer Brands, Social Media, Corporate Reputation, and Intention to Apply for a Job. Global Research Review in Business and Economics, 9(1), 57–65. https://doi.org/10.56805/grrbe.23.9.1.7
Annisa, S., Jaja Raharja, un, & Abdul Muhyi, H. (2022). Pengaruh employer attractiveness, media sosial, dan reputasi organisasi terhadap intensi melamar pekerjaan generasi z. Jurnal Ekonomi, Keuangan Dan Manajemen, 18(4), 816. https://journal.feb.unmul.ac.id/index.php/INOVASI/article/view/12114/2286
Backhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9(5), 501–517. https://doi.org/10.1108/13620430410550754
BPS Indonesia, S. I. (2020). Catalog : 1101001. Statistik Indonesia 2020, 1101001, 790. https://www.bps.go.id/publication/2020/04/29/e9011b3155d45d70823c141f/statistik-indonesia-2020.html
Cahyo, I. N., & Waskito, J. (2023). pencari pekerjaan terhadap minat melamar kerja ( studi kasus pada generasi z solo raya ) The Influence of e-recruitment , company reputation , and perceptions of job seekers on interest in applying for a job ( case study in generation z in solo raya ). 4, 157–167.
Collins, C. J., Hall, I., & Stevens, C. K. (2002). The Relationship Between Early Recruitment-Related Activities and the Application Decisions of New Labor-Market Entrants: A Brand Equity Approach to Recruitment Christopher. 87(301), 1121–1133.
Davis, F. D. (2008). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly: Management Information Systems, 13(3), 319–339. https://doi.org/10.2307/249008
Ekhsan, M., & Fitri, N. (2021). Pengaruh Employer Branding Terhadap Minat Melamar Pekerjaan Dengan Reputasi Perusahaan Sebagai Variabel Mediasi. Jurnal Ekonomi Bisnis, Manajemen Dan Akuntansi (JEBMA), 1(2), 97–107. https://doi.org/10.47709/jebma.v1i2.992
Erlinda, F., & Safitri, R. (2020). The Relationship Between Employer Branding, Corporate Reputation, and Recruitment Web on Intention To Apply. Jurnal Ekonomi Syariah Teori Dan Terapan, 7(8), 1572. https://doi.org/10.20473/vol7iss20208pp1572-1583
Fombrun, C. J., Gardberg, N. A., & Sever, J. M. (2000). The Reputation Quotient : A multi-stakeholder measure of corporate reputation. Nature Publishing Group, 7(4), 241–255. https://doi.org/10.1057/bm.2000.10
Geofanny, R., & Faraz, F. (2023). Employer Branding and E-recruitment Against Interest in Applying for Generation Z Jobs. Psikostudia : Jurnal Psikologi, 12(1), 146. https://doi.org/10.30872/psikostudia.v12i1.9922
Gracia, A., Chan, A., & dan Rivani. (2018). ANALYSIS OF IMPLEMENTATION E RECRUITMENT AT PT.X. 3(1), 13–19.
Hah, B. P. E. L. (2005). Captivating company: dimensions of attractiveness in employer branding. 24(2), 151–172. https://doi.org/10.1080/02650487.2005.11072912
Hair, J. F., Sarstedt, M., & Ringle, C. M. (2022). Partial least squares structural equation modeling. In European Business Review. https://doi.org/10.1201/9781032725581-7
Halová, D., & Müller, M. (2023). Being an Employer of Choice: Attracting Generation Z to Work by Building Brand via Social Media. Corporate Reputation Review. https://doi.org/10.1057/s41299-023-00172-0
Hanu, C., Amegbe, H., & Mensah, P. (2021). Your Future Employer: Employer Branding, Reputation, and Social Media. African Journal of Inter/Multidisciplinary Studies, 3(1), 1–18. https://doi.org/10.51415/ajims.v3i1.860
Haryani, N. P. (2020). Pengaruh Daya Tarik Karyawan dan Penggunaan Sosial Media Terhadap Niat Melamar Pekerjaan : Peran Mediasi Reputasi Perusahaan. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 53(9), 1689–1699. https://learn-quantum.com/EDU/index.html%0Ahttp://publications.lib.chalmers.se/records/fulltext/245180/245180.pdf%0Ahttps://hdl.handle.net/20.500.12380/245180%0Ahttp://dx.doi.org/10.1016/j.jsames.2011.03.003%0Ahttps://doi.org/10.1016/j.gr.2017.08.001%0Aht
Hussein, A. S. (2015). Penelitian Bisnis dan Manajemen Menggunakan Partial Least Squares dengan SmartPLS 3.0. Journal of Materials Synthesis and Processing, 1(3), 1–19. https://doi.org/10.1023/A:1021934529088
Indahsari, B., Afifah, N., Listiana, E., & Fauzan, R. (2023). The Effect of Online Advertising and Electronic Word of Mouth on Purchase Intention through Brand Image as a Mediating Variable Abstract : 3995(1), 1–9. https://doi.org/10.36346/sarjbm.2023.v05i01.001
Junça, A., & Dias, H. (2022). The relationship between employer branding, corporate reputation and intention to apply to a job offer. International Journal of Organizational Analysis, 31(8), 1–16. https://doi.org/10.1108/IJOA-01-2022-3129
Ketut Sintaasih, D., Rahyuda Ganesha, A., & Sumardana, O. (2014). Pengaruh Reputasi Perusahaan, Deskripsi Pekerjaan,Dan Kompensasi Yang Ditawarkan Perusahaan TerhadapMinat Melamar Pekerjaan. Jurnal Buletin Studi Ekonomi, 19(2), 184–192.
Koleva, V. (2023). E-Recruitment and Generation Z Job-Seekers. HR and Technologies, 1, 63–75. https://ideas.repec.org/a/arb/journl/y2023i1p63-75.html
Kompensasi, P., Kerja, L., & Stres, D. A. N. (2022). Pengaruh kompensasi, lingkungan kerja dan stres kerja terhadap kinerja karyawan pt xyz. 7(1). https://doi.org/10.33021/firm.v7i1.3592
Lestari, D., & Manggiasih, T. (2023a). The Effect of Employer Branding and E-recruitment on the Intention to Apply for a Job in Z Generation. In Asian Journal of Economics, Business and Accounting (Vol. 23, Issue 19). Atlantis Press International BV. https://doi.org/10.9734/ajeba/2023/v23i191067
Lestari, D., & Manggiasih, T. (2023b). The Effect of Employer Branding and E-recruitment on the Intention to Apply for a Job in Z Generation. Asian Journal of Economics, Business and Accounting, 23(19), 1–8. https://doi.org/10.9734/ajeba/2023/v23i191067
Mullins, L. J. (2010). Organisational Behaviour Behaviour Ninth Edition. 1002. http://www.mim.ac.mw/books/Management & Organisational Behaviour, 9th edition.pdf
Pandita, D. (2022). Innovation in talent management practices: creating an innovative employer branding strategy to attract generation Z. International Journal of Innovation Science, 14(3–4), 556–569. https://doi.org/10.1108/IJIS-10-2020-0217
Pham, Q. T., & Vo, D. A. (2022). Impact of Employer Value Proposition and Social Media Use on the Intention to Apply for a Job in the IT Industry of Vietnam. The South East Asian Journal of Management, 16(2), 1–25. https://doi.org/10.21002/seam.v16i2.1092
Purborini, P. S., & Basid, R. A. (2022). Pengaruh Employer Branding terhadap Intensi Melamar Pekerjaan di Perusahaan BUMN dengan Reputasi Perusahaan Sebagai Pemediasi (Pada Mahasiswa Tingkat Akhir Universitas Pertamina). Jurnal Manajemen Dan Bisnis Indonesia, 8(1), 103–114.
Purnawan, G., Hapsara, I., & Nugrahaningsih, T. H. (2024). Corporate Reputation Mediates the Effect of Employer Branding on Intention Z Generation to Apply for a Job Reputasi Perusahaan Memediasi Pengaruh Employer Branding Terhadap Niat Mahasiswa Generasi Z untuk Melamar Pekerjaan. Management Studies and Entrepreneurship Journal, 5(1), 2548–2562.
Putri, R. L., & Abdurrahman, A. (2023). Pengaruh Employer Branding, Reputasi Perusahaan dan Informasi Sosial Media Terhadap Niat Melamar Pekerjaan Generasi Milenial dan Generasi Z. Innovative: Journal Of Social Science Research, 3(3), 10844–10861.
Rahmawati, R. (2021). Pengaruh Online Recruitment dan Persepsi Pencari Kerja Terhadap Niat Melamar Pekerjaan ( Studi Pada Mahasiswa Semester Akhir di Kota Malang ). 6(1).
Riyanto, S., & Hatmawan, A. A. (2020). Metode riset penelitian kuantitatif penelitian di bidang manajemen, teknik, pendidikan dan eksperimen.
Sakernas. (2019). SURVEI ANGKATAN KERJA NASIONAL. BPS-Statistics Indonesia.
Setiawan, E., & Marginingsih, R. (2021). Concl. Andalas Management Review), 5(2), 73–94.
Shalahuddin, S., Sari, M. F., & Hidayat, N. (2022). Peran Kompensasi dan E-Recruitment: Analisis Minat Melamar Pekerjaan Pada Calon Karyawan/Pegawai Generasi Millenial. At-Tadbir : Jurnal Ilmiah Manajemen, 6(1), 66. https://doi.org/10.31602/atd.v6i1.6088
Singh, A. P., & Dangmei, J. (2016). Understanding the Generation Z: the Future Workforce. South -Asian Journal of Multidisciplinary Studies, April.
Sivertzen, A., Nilsen, E. R., & Olafsen, A. H. (2013). Employer branding : employer attractiveness and the use of social media. 7, 473–483. https://doi.org/10.1108/JPBM-09-2013-0393
Siyoto, S., & Sodik, M. A. (2015). Dasar metodologi penelitian. literasi media publishing.
Sullivian, J. (2004). Eight Elements of a Successful Employment Brand. ER Daily. http://www.ere.net/2004/02/23/the-8-elements-of-asuccessful-
Thang, N. N., & Trang, P. T. (2024). Employer branding, organization’s image and reputation, and intention to apply: the moderating role of the availability of organizational information on social media. Frontiers in Sociology, 9(April), 1–10. https://doi.org/10.3389/fsoc.2024.1256733
Walsh, G., & Beatty, S. E. (2007). Customer-based corporate reputation of a service firm: Scale development and validation. Journal of the Academy of Marketing Science, 35(1), 127–143. https://doi.org/10.1007/s11747-007-0015-7
Yamin, S. (2023). Olah data Statistik SMARTPLS 3 SMARTPLS 4 AMOS & STATA (MUDAH & PRAKTIS) (3rd ed.). Dewangga Energi Internasional Publishing. https://books.google.co.id/books?hl=id&lr=&id=0b_LEAAAQBAJ&oi=fnd&pg=PA33&dq=Yamin,+Sofyan.+2021.+Seri+Ebook+Statistik+Olah+Data+Statistik%3B+SmartPLS+3,+Amos+dan+Stata+(Mudah+Dan+Praktis).+Pertama.+Bekasi:+PT+Dewangga+Energi+Internasional.&ots=BAVpxe3E5j
Yanuar Surya Putra. (2017). THEORITICAL REVIEW : TEORI PERBEDAAN GENERASI. Jurnal Sains Dan Seni ITS, 6(1), 51–66. http://repositorio.unan.edu.ni/2986/1/5624.pdf%0Ahttp://fiskal.kemenkeu.go.id/ejournal%0Ahttp://dx.doi.org/10.1016/j.cirp.2016.06.001%0Ahttp://dx.doi.org/10.1016/j.powtec.2016.12.055%0Ahttps://doi.org/10.1016/j.ijfatigue.2019.02.006%0Ahttps://doi.org/10.1
Younis, R. A. A., & Hammad, R. (2021). Employer image, corporate image and organizational attractiveness: the moderating role of social identity consciousness. Personnel Review, 50(1), 244–263. https://doi.org/10.1108/PR-02-2019-0058
Zin, S. M., Jaafar, N. N., Mat, R. C., Alias, W. N. I. W., & Ashari, E. H. M. E. H. (2016). E-recruitment technology: the effective source of recruitment. Journal of Applied Environmental and Biological Sciences, 6(15), 84–89.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
