The Effect of Employer Branding and Social Media on job Application Intentions: Corporate Reputation as a Mediating Variable Among Generation Z University Students in Yogyakarta
DOI:
https://doi.org/10.59890/ijmbi.v4i3.15Keywords:
Employer Branding, Social Media, Corporate Reputation, job Application Intention, Generation ZAbstract
This study examines the influence of employer branding and social media on job application intentions among Generation Z university students in Yogyakarta, with corporate reputation as a mediating factor. Using a quantitative approach, data were collected from 200 participants via questionnaires and analyzed with PLS-SEM in SmartPLS. Key findings include employer branding positively and significantly affects both job application intentions and corporate reputation. Social media positively influences corporate reputation but does not have a significant direct effect on job application intentions. Corporate reputation positively impacts job application intentions and mediates the effects of employer branding and social media on these intentions. The results emphasize the importance for organizations to strengthen employer branding and manage their corporate reputation to attract Generation Z job seekers effectively.
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