Exploring the impact of employer branding on intention towards job application: The mediating role of social media

Khan, Ryan Basith Fasih ORCID: https://orcid.org/0000-0001-7840-0010 (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). pp. 172-180. ISSN 2456-639X

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Abstract

Research on Generation Z's career preferences and expectations is new because they are new to the labour market and have different personalities and interests than previous generations. This requires a different approach to recruiting and selecting jobs. HRD needs to understand the factors that motivate Generation Z to work and adjust the work environment to maintain its presence in the workforce. This research involved 172 respondents from Islamic universities in East Java. This study aims to explore the effect of employer branding on the intention to apply, which is mediated through social media. This study also uses SEM-PLS to answer the hypothesis. The finding is that Employer Branding can influence intention in applying for a job, but social media is not able to mediate the effect of employer branding on intention to apply; social media is at the same time new as an intervening variable.

Item Type:	Journal Article
Keywords:	Employer branding; social media; intention to apply; Gen-Z
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150305 Human Resources Management 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150311 Organisational Behaviour 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management
Divisions:	Faculty of Economics > Department of Management
Depositing User:	Ryan Basith Fasih Khan
Date Deposited:	15 Feb 2024 14:40

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