The Influence Of Employer Branding and Social Media on Generation Z’s Job Application Intentions with the Mediating role of Company Reputation
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Keywords:
Employer Branding, Social Media, Company Reputation, Job Application Intentions
Abstract
With the development of the era and the acceleration of globalization from various aspects, companies need to have a workforce that is able to manage and is ready to face changes that can affect the company. Generation Z is the focus of the study because they have different views on finding a job, namely prioritizing stability in work and benefits and high starting salaries (survey by the Handshake career site, 2022). The population in this study was 259 respondents with 157 samples taken using the Slovin formula. The data sources utilized include both primary and secondary data. Data collection was conducted through a questionnaire using Google Forms. Data analysis was performed using PLS SEM with the SmartPLS 4 software. The study results indicated that employer branding and social media have a positive and significant impact on company reputation. Employer branding positively and significantly influences job application intentions. Social media has a negative and insignificant effect on job application intentions. The favorable and notable influence of a company's reputation extends to job application intentions. Employer branding and social media positively and significantly affect job application intentions, with company reputation acting as a mediator.
References
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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
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Jensen, K. B. (2015). What’s Social About Social Media? Social Media and Society, 1(1). https://doi.org/10.1177/2056305115578874
Kaplan, A. M. (2015). Social Media, the Digital Revolution, and the Business of Media. JMM International Journal on Media Management, 17(4), 197–199. https://doi.org/10.1080/14241277.2015.1120014
Khan, R. B. F. (2024). Exploring the Impact of Employer Branding on Intention towards Job Application: The Mediating Role of Social Media. Asian Journal of Economics, Business and Accounting, 24(3), 172–180. https://doi.org/10.9734/ajeba/2024/v24i31250
Krstić, B., Jovanović, M., & Janjić, I. (2021). The importance of reputation as intellectual assets for competitiveness of companies. Naucne Publikacije Drzavnog Univerziteta u Novom Pazaru. Serija B, Drustvene & Humanisticke Nauke, 4(1), 17–28. https://doi.org/10.5937/npdunp2101017k
Kurniawan, & Prameka. (2022). Apakah Career Website Employer, Social Media and Employer Branding Mempengaruhi Daya Tarik dan Keinginan Melamar pada Industri Perbankan? E-Journal Ekonomi Bisnis Dan Akuntansi, 9(1), 1. https://doi.org/10.19184/ejeba.v9i1.30463
Litvinova. (2023). PROFESSIONAL TRAINING OF MANAGEMENT STUDENTS. 138–141.
Nugroho, A. H., & Liswandi. (2018). The Influence of Employer Attractiveness, Corporate Reputation and the Use of Social Media towards Intention to Apply for a Job. International Journal of Management, Accounting and Economics, 5(7), 553–565. www.ijmae.com
Permadi, K. D., & Netra, I. G. S. K. (2015). Pengaruh Reputasi, Kompensasi, Dan Lingkungan Kerja Terhadap Minat Melamar Pekerjaan Oleh Mahasiswa Universitas Udayana. E-Jurnal Manajemen Unud, 4(10), 3256–3286.
Prasetio, P., Partono, A., Wulansari, P., Putri, S. T., Ramdhani, R., & Abdullah, A. (2019). The Mediation of Job Satisfaction in the Relation of Work Stress and Turnover Intention in Hotel Industry. 65(Icebef 2018), 608–612. https://doi.org/10.2991/icebef-18.2019.130
Purborini, P. S., & Basid, R. A. (2022). Pengaruh Employer Branding terhadap Intensi Melamar Pekerjaan di Perusahaan BUMN dengan Reputasi Perusahaan sebagai Pemediasi. Jurnal Manajemen Dan Bisnis Indonesia, 8(1), 103–114. https://doi.org/10.32528/jmbi.v8i1.7303
Ruslim, H., Turangan, J. A., & Wijaya, A. (2021). the Effect of Employer Attractiveness and Social Media on Corporate Reputation and Their Implications on Intention To Apply. International Journal of Advanced Engineering and Management Research, 6(06), 130–140. www.ijaemr.com
Saharani, Julia Indah Islami, Ella Nurul Fauzi, Citra Dewi Lestari, Amanda Maharani, & Yayat Suharyat. (2022). Penggunaan Media Sosial Dalam Perspektif Islam. Jurnal Riset Rumpun Agama Dan Filsafat, 1(2), 116–125. https://doi.org/10.55606/jurrafi.v1i2.514
Sahir, S. H. (2021). Metodologi Penelitian.
Saini, G. K., Rai, P., & Chaudhary, M. K. (2014). What do best employer surveys reveal about employer branding and intention to apply? Journal of Brand Management, 21(2), 95–111. https://doi.org/10.1057/bm.2013.10
Setiawan, E., & Marginingsih, R. (2021). Employer Branding Towards the Intention to Apply for a Job Through Company Reputation as Mediation Variable. Andalas Management Review), 5(2), 73–94.
Silva, & Dias. (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
Sitorus, S. A., Romli, N. A., Tingga, C. P., Sukanteri, N. P., Putri, S. E., Gheta, A. P. K., Wardhana, A., Nugraha, K. S. W., Hendrayani, E., Susanto, P. C., Primasanti, Y., & Ulfah, M. (2022). Brand Trust Dan Brand Attitude. In Brand Marketing: the Art of Branding.
Solikhin, & Lubis. (2019). Kinerja Perusahaan Tinjauan Reputasi Perusahaan dan CSR. In Media Salim Indonesia (Vol. 1, Issue 1).
Stone, R. W., Eveleth, D. M., & Baker-Eveleth, L. J. (2019). SPECIAL ISSUE The Influence of Social-Media Sites on Job-Seeker Intentions: Facebook, LinkedIn, and Twitter. The Journal of Social Media in Society Fall, 8(2), 18–29.
Sugito, Sairun, A., Pratama, I., & Indah Azzahra. (2022). Media Sosial (Inovasi Pada Produk & Perkembangan Usaha).
Tikson, S. D. S., Hamid, N., & Mardiana, R. (2018). Employer Branding as a Strategy to Attract Potential Workforce. Bisnis & Birokrasi Journal, 25(3). https://doi.org/10.20476/jbb.v25i3.9968
Verčič. (2018). The relationship between reputation, employer branding and corporate social responsibility. Public Relations Review, 44(4), 444–452. https://doi.org/10.1016/j.pubrev.2018.06.005
Vincent, M. T. P., & Kanthimathi, S. (2017). An Conceptual study on Employer Branding in Indian organizations. International Journal of Applied Research, 3(1), 861–865. https://www.researchgate.net/publication/323655857_An_Conceptual_study_on_Employer_Branding_in_Indian_organizations
Vollenbroek. (2014). Identification of influence in social media communities Wouter Vollenbroek *, Sjoerd de Vries , Efthymios Constantinides and Piet Kommers. 10(January), 280–297.
Alniacik, E., Alniacik, U., & Erdogmus, N. (2012). How do the dimensions of corporate reputation affect employment intentions. Corporate Reputation Review, 15(1), 3–19. https://doi.org/10.1057/crr.2011.25
Annisa, S., Jaja Raharja, un, & Abdul Muhyi, H. (2022). Pengaruh employer attractiveness, media sosial, dan reputasi organisasi terhadap intensi melamar pekerjaan generasi z. INOVASI: Jurnal Ekonomi, Keuangan Dan Manajemen, 18(4), 816–825.
Arshad, R., Othman, S., & Othman, R. (2012). Islamic {Corporate} {Social} {Responsibility}, {Corporate} {Reputation} and {Performance}. Proceedings of World Academy of Science, Engineering and Technology, 6(64), 1070. http://search.proquest.com/docview/1349445808?accountid=26646
Beheshtifar, M., & Korouki, A. (2013). Reputation: An Important Component of Corporations’ Value. International Journal of Academic Research in Business and Social Sciences, 3(7), 15–20. https://doi.org/10.6007/ijarbss/v3-i7/6
Buttenberg, K. (2012). Employer Branding: Objectives, Channels and Performance Indicators. May 2012, 1–9. https://doi.org/10.13140/2.1.4710.3363
Chin. (2009). Handbook of Partial Least Squares: Concepts, Methods and Applications. In Springer Handbooks of Computational Statistics. http://www.springer.com/series/7286
Christiaans. (2012). International Employer Brand Management.
Collins, C. J., & 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. Journal of Applied Psychology, 87(6), 1121–1133. https://doi.org/10.1037/0021-9010.87.6.1121
Dewing, M. (2012). Social Media: An Introductions. Cocuk Cerrahisi Dergisi, 19(1), 40–43.
Dijkmans, C., Kerkhof, P., & Beukeboom, C. J. (2015). A stage to engage: Social media use and corporate reputation. Tourism Management, 47, 58–67. https://doi.org/10.1016/j.tourman.2014.09.005
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 QuotientSM: A multi-stakeholder measure of corporate reputation. Journal of Brand Management, 7(4), 241–255. https://doi.org/10.1057/bm.2000.10
Fortunisa, A. (2019). Your Employee is Your Company Branding.
Gotsi, M., & Wilson, A. M. (2001). Corporate reputation: Seeking a definition. Corporate Communications: An International Journal, 6(1), 24–30. https://doi.org/10.1108/13563280110381189
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
Highhouse, S., Lievens, F., & Sinar, E. F. (2003). Measuring attraction to organizations. Educational and Psychological Measurement, 63(6), 986–1001. https://doi.org/10.1177/0013164403258403
Jain, V., & Pal, R. (2012). Importance of employer branding in business up-gradation. 2(11), 68–75.
Jensen, K. B. (2015). What’s Social About Social Media? Social Media and Society, 1(1). https://doi.org/10.1177/2056305115578874
Kaplan, A. M. (2015). Social Media, the Digital Revolution, and the Business of Media. JMM International Journal on Media Management, 17(4), 197–199. https://doi.org/10.1080/14241277.2015.1120014
Khan, R. B. F. (2024). Exploring the Impact of Employer Branding on Intention towards Job Application: The Mediating Role of Social Media. Asian Journal of Economics, Business and Accounting, 24(3), 172–180. https://doi.org/10.9734/ajeba/2024/v24i31250
Krstić, B., Jovanović, M., & Janjić, I. (2021). The importance of reputation as intellectual assets for competitiveness of companies. Naucne Publikacije Drzavnog Univerziteta u Novom Pazaru. Serija B, Drustvene & Humanisticke Nauke, 4(1), 17–28. https://doi.org/10.5937/npdunp2101017k
Kurniawan, & Prameka. (2022). Apakah Career Website Employer, Social Media and Employer Branding Mempengaruhi Daya Tarik dan Keinginan Melamar pada Industri Perbankan? E-Journal Ekonomi Bisnis Dan Akuntansi, 9(1), 1. https://doi.org/10.19184/ejeba.v9i1.30463
Litvinova. (2023). PROFESSIONAL TRAINING OF MANAGEMENT STUDENTS. 138–141.
Nugroho, A. H., & Liswandi. (2018). The Influence of Employer Attractiveness, Corporate Reputation and the Use of Social Media towards Intention to Apply for a Job. International Journal of Management, Accounting and Economics, 5(7), 553–565. www.ijmae.com
Permadi, K. D., & Netra, I. G. S. K. (2015). Pengaruh Reputasi, Kompensasi, Dan Lingkungan Kerja Terhadap Minat Melamar Pekerjaan Oleh Mahasiswa Universitas Udayana. E-Jurnal Manajemen Unud, 4(10), 3256–3286.
Prasetio, P., Partono, A., Wulansari, P., Putri, S. T., Ramdhani, R., & Abdullah, A. (2019). The Mediation of Job Satisfaction in the Relation of Work Stress and Turnover Intention in Hotel Industry. 65(Icebef 2018), 608–612. https://doi.org/10.2991/icebef-18.2019.130
Purborini, P. S., & Basid, R. A. (2022). Pengaruh Employer Branding terhadap Intensi Melamar Pekerjaan di Perusahaan BUMN dengan Reputasi Perusahaan sebagai Pemediasi. Jurnal Manajemen Dan Bisnis Indonesia, 8(1), 103–114. https://doi.org/10.32528/jmbi.v8i1.7303
Ruslim, H., Turangan, J. A., & Wijaya, A. (2021). the Effect of Employer Attractiveness and Social Media on Corporate Reputation and Their Implications on Intention To Apply. International Journal of Advanced Engineering and Management Research, 6(06), 130–140. www.ijaemr.com
Saharani, Julia Indah Islami, Ella Nurul Fauzi, Citra Dewi Lestari, Amanda Maharani, & Yayat Suharyat. (2022). Penggunaan Media Sosial Dalam Perspektif Islam. Jurnal Riset Rumpun Agama Dan Filsafat, 1(2), 116–125. https://doi.org/10.55606/jurrafi.v1i2.514
Sahir, S. H. (2021). Metodologi Penelitian.
Saini, G. K., Rai, P., & Chaudhary, M. K. (2014). What do best employer surveys reveal about employer branding and intention to apply? Journal of Brand Management, 21(2), 95–111. https://doi.org/10.1057/bm.2013.10
Setiawan, E., & Marginingsih, R. (2021). Employer Branding Towards the Intention to Apply for a Job Through Company Reputation as Mediation Variable. Andalas Management Review), 5(2), 73–94.
Silva, & Dias. (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
Sitorus, S. A., Romli, N. A., Tingga, C. P., Sukanteri, N. P., Putri, S. E., Gheta, A. P. K., Wardhana, A., Nugraha, K. S. W., Hendrayani, E., Susanto, P. C., Primasanti, Y., & Ulfah, M. (2022). Brand Trust Dan Brand Attitude. In Brand Marketing: the Art of Branding.
Solikhin, & Lubis. (2019). Kinerja Perusahaan Tinjauan Reputasi Perusahaan dan CSR. In Media Salim Indonesia (Vol. 1, Issue 1).
Stone, R. W., Eveleth, D. M., & Baker-Eveleth, L. J. (2019). SPECIAL ISSUE The Influence of Social-Media Sites on Job-Seeker Intentions: Facebook, LinkedIn, and Twitter. The Journal of Social Media in Society Fall, 8(2), 18–29.
Sugito, Sairun, A., Pratama, I., & Indah Azzahra. (2022). Media Sosial (Inovasi Pada Produk & Perkembangan Usaha).
Tikson, S. D. S., Hamid, N., & Mardiana, R. (2018). Employer Branding as a Strategy to Attract Potential Workforce. Bisnis & Birokrasi Journal, 25(3). https://doi.org/10.20476/jbb.v25i3.9968
Verčič. (2018). The relationship between reputation, employer branding and corporate social responsibility. Public Relations Review, 44(4), 444–452. https://doi.org/10.1016/j.pubrev.2018.06.005
Vincent, M. T. P., & Kanthimathi, S. (2017). An Conceptual study on Employer Branding in Indian organizations. International Journal of Applied Research, 3(1), 861–865. https://www.researchgate.net/publication/323655857_An_Conceptual_study_on_Employer_Branding_in_Indian_organizations
Vollenbroek. (2014). Identification of influence in social media communities Wouter Vollenbroek *, Sjoerd de Vries , Efthymios Constantinides and Piet Kommers. 10(January), 280–297.
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