Pengaruh Employer Branding, Reputasi Perusahaan, Dan Media Sosial Rekrutmen Terhadap Minat Generasi Z Dalam Melamar Pekerjaan (Studi Pada Generasi Z Di Kota Malang)

Abstract

Abstract

The rapid development of digital technology has driven companies to build their attractiveness as employers for Generation Z, who are known for actively using social media in the job-search process. This study aims to analyze the effect of Employer Branding, Corporate Reputation, and Recruitment Social Media on Generation Z's Interest in Applying for Jobs, both simultaneously and partially. This study employs a quantitative approach using explanatory research. The sample consisted of 180 Generation Z respondents domiciled in Malang City, selected through purposive sampling with the criteria of having searched or currently searching for a job and actively using social media. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression with SPSS. The results show that Employer Branding, Corporate Reputation, and Recruitment Social Media simultaneously have a positive and significant effect on job-application interest (Sig. F = 0.000), with an Adjusted R Square of 0.383. Partially, all three variables also have a positive and significant effect, with Corporate Reputation being the most dominant variable (t = 7.182), followed by Recruitment Social Media (t = 5.715) and Employer Branding (t = 5.342). These findings reinforce the relevance of the Theory of Planned Behavior in explaining Generation Z's job-search behavior in the digital era and provide practical implications for companies to strengthen their image, reputation, and social-media-based recruitment communication strategies.

Keywords: Employer Branding; Corporate Reputation; Recruitment Social Media; Job Application Interest; Generation Z