Publication Search

This study examines the influence of employer branding and social media on job application intention, with corporate reputation serving as a mediating variable at PT Prima Indah Lestari in the digital era. A quantitative explanatory approach with a causal research design was employed. Data were collected from 96 prospective employees selected through purposive sampling using a questionnaire. The data were analyzed using IBM SPSS Statistics, applying multiple linear regression analysis and the Sobel test. The findings indicate that employer branding, social media, and corporate reputation positively and significantly affect job application intention, both partially and simultaneously. Furthermore, the results confirm that corporate reputation significantly mediates the relationship between employer branding and social media on job application intention.

This study aims to analyze the effect of employer branding on the job interest of Generation Z in digital companies. The background of this research is based on the increasing competition among companies in attracting young talents, especially Generation Z, who have unique characteristics such as being highly adaptive to technology, prioritizing work-life balance, and having high expectations toward the workplace environment. Employer branding has become an essential strategy for companies to build an attractive and competitive image as an employer. This study employs a quantitative approach using a survey method. Data were collected through an online questionnaire distributed to 100 respondents from Generation Z who are seeking jobs or interested in working in digital companies. The sampling technique used was purposive sampling. Data analysis techniques include validity testing, reliability testing, simple linear regression analysis, and t-test. The results indicate that employer branding has a positive and significant effect on Generation Z’s job interest. This implies that the better the company’s image as an employer, the higher the interest of Generation Z to work in the company. This study suggests that digital companies need to strengthen their employer branding strategies to attract and retain young talents.

Competition in acquiring young talent is increasing, so employer branding strategies  are an important element for organizations in attracting the interest of generation Z. As digital natives, generation Z has different characteristics and expectations, including the need for career development, work-life balance, organizational reputation, and an inclusive work culture (Smith, 2022). In the midst of global competition and the increasingly dominant use of digital technology in the job search process, companies are required to build an authentic and relevant employer image in order to increase the attractiveness of their talents. Previous research has shown that employer branding has a significant effect on the interest in applying for jobs for generation Z, either directly or through mediating factors such as organizational reputation and person-organization fit (Backhaus & Tikoo, 2004; Jiang & Iles, 2024). Based on this phenomenon, this study aims to analyze the influence of employer branding on the interest in applying for jobs of Generation Z and examine the role of organizational reputation and person organization fit as a mediation variable. The study used a quantitative approach with a survey method of Generation Z respondents who were looking for a job, then analyzed using multiple regression and bootstrapping mediation test. The results of the study show that employer branding has a positive and significant effect on the interest in applying for jobs for generation Z, and this influence is stronger when the reputation of the organization and the person-organization fit plays the role of mediator. These findings affirm the importance for organizations to build a positive image, provide an inclusive work culture, and highlight the value match between companies and applicants in order to be able to compete in the fight for young talent in the digital era.

This study conducts a systematic literature review (SLR) and bibliometric analysis to map and synthesize research on digital transformation in talent management and its impact on employee retention in Micro, Small, and Medium Enterprises (MSMEs). Against the backdrop of high turnover rates and intense competition for talent, this research aims to identify the key interconnections between digital technologies, talent management practices, and retention outcomes within the MSME context. The methodology involved a comprehensive analysis of reputable databases using VOSviewer software for bibliometric mapping, focusing on co-authorship, co-occurrence, and citation networks. The findings reveal a robust, interconnected model centered on three core pillars: the adoption of digital technologies (e.g., AI, cloud-based HR systems), the implementation of strategic talent practices (notably digital employer branding and work flexibility), and the critical mediating role of employee psychological factors (job satisfaction and organizational commitment). The analysis demonstrates that successful retention in MSMEs is not merely a function of technological adoption but is achieved through a synergistic integration where technology enables effective talent management, which in turn fosters commitment and reduces turnover intention. This review contributes a comprehensive conceptual model that clarifies these dynamic relationships. The practical implication for MSME managers is the necessity of a holistic strategy that simultaneously develops digital infrastructure, refines talent management, and cultivates a supportive organizational culture to secure a sustainable competitive advantage through enhanced employee retention.

This study aims to analyze the influence of employer branding and digital capability on turnover intention, with employee engagement serving as a mediating variable, in Small and Medium Enterprises (SMEs) in Central Java Province. The research design uses a quantitative approach with an explanatory research method. The research sample consists of 205 SMEs employees selected using purposive sampling techniques with criteria of a minimum of six months of service and active use of digital technology in their work. Data were collected through a Likert-scale questionnaire and analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS). The results indicate that employer branding has a positive effect on employee engagement and a negative effect on turnover intention. Digital capability has a positive effect on employee engagement, but its direct effect on turnover intention is not significant. Employee engagement was found to mediate the relationship between employer branding and turnover intention, as well as between digital capability and turnover intention. These findings reinforce the relevance of Social Exchange Theory and the Resource-Based View in the context of human resource management in the SME sector, while also providing practical implications that strengthening employer branding and enhancing employees' digital competencies can reduce turnover intention.

This study investigates how the perception of corporations acts as a mediator connecting employer branding with applicants’ intentions to apply for jobs from the Gen Z demographic in Indonesia’s private banking sector. While the broader context refers to the Indonesian private banking industry, the empirical support identified in this study was drawn from Semarang, involving 120 Generation Z respondents who were either final-year students or recent graduates residing in the city. A quantitative design was conducted through a survey approach with purposive sampling, and data were acquired through web-based questionnaires. The evaluation was carried out employing the PLS-SEM method with SmartPLS version 4. 0. The findings indicate that employer branding significantly influences both the reputation of the company and the likelihood of application in a positive manner. Additionally, a company's reputation is strongly and positively linked to the intention to apply, serving as a bridge between employer branding and the desire to seek employment opportunities. The study highlights that employer branding, when managed effectively, enhances Generation Z’s application intention, operating both as a direct driver and via the mediating influence of corporate reputation. Practically, this implies private banks in Indonesia particularly those operating in Semarang should concentrate on advancing employer branding practices while upholding a strong corporate reputation to draw and involve talented candidates from Generation Z. This study provides a contribution to the academic field by highlighting empirical evidence collected in Semarang reflect the interaction between employer branding and corporate reputation in influencing job application behavior of Generation Z within the private banking sector.