<![CDATA[Objective: This research, grounded in Signaling Theory and Congruity Theory, investigates how social media characteristics affect job seekers’ intention to apply to a job and explores the role of employer brand attractiveness and person-organization fit as mediators. Design/Methods/Approach: The researcher employs purposive sampling to gather 397 data points from job seekers aged 25 to 29. Data were analyzed using SmartPLS 4 with the PLS-SEM approach. Findings: The findings reveal that social media characteristics significantly influence employer brand attractiveness, person-organization fit, and intention to apply. Employer brand attractiveness and person-organization fit also significantly affect intention to apply. Moreover, the relationship between social media characteristics and intention to apply is partially mediated by person-organization fit and employer brand attractiveness. Originality/Value: This research contributes to expanding empirical and contextual validation by exploring the linkage between social media characteristics, intention to apply, and the mediating role of employer brand attractiveness and person-organization fit, which focuses on a specific company in Indonesia. Practical/Policy implication: The results underscore the importance of effectively utilizing social media by consistently sharing relevant information to help shape and strengthen job seekers' perceptions of the organization’s attractiveness and their personal fit with the organization, thereby encouraging job seekers to apply to jobs at the organization. Consequently, the likelihood of easily finding suitable candidates is expected to increase for the organization.]]>
