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All Journal Jurnal Ekonomika Media Ekonomi dan Manajemen Akuisisi : Jurnal Akuntansi Perspektif : Jurnal Ekonomi dan Manajemen Universitas Bina Sarana Informatika JURNAL AKUNTANSI, EKONOMI dan MANAJEMEN BISNIS Jurnal Ilmiah Akuntansi dan Finansial Indonesia Jurnal Manajemen JRAK (Jurnal Riset Akuntansi dan Bisnis) (e-Journal) International Journal of Community Service Bussman Journal : Indonesian Journal of Business and Management Jurnal Akuntansi Keuangan dan Bisnis SIGMA: Journal of Economic and Business Amkop Management Accounting Review (AMAR) Jurnal Pengabdian Masyarakat Paguntaka AT TARIIZ : Jurnal Ekonomi dan Bisnis Islam JIM : Journal Of International Management INOVASI: Jurnal Ekonomi, Keuangan, dan Manajemen Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Muh. Irfandy Azis
Universitas Borneo Tarakan
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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Peran Media Sosial: Employer Branding Terhadap Minat Kerja Mahasiswa Tingkat Akhir di Kalimantan Utara Aswan Aswan; Deni Marsha; Erick Karunia; Shalahuddin Shalahuddin; Muh. Irfandy Azis; Suryaningsih Suryaningsih
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 5 No. 1 (2025): Maret : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaemb.v5i1.7296

Abstract

In the competitive digital era, companies are required to build an image as an attractive workplace to capture the attention of young talent, especially generation Z who will enter the job market. This study aims to analyze the effect of employer branding on the interest in applying for jobs of final year students in North Kalimantan, and to examine the role of social media as a moderating variable in the relationship. The study used a quantitative approach with an explanatory design through a survey method of 350 students from two universities, with data analysis using Structural Equation Modeling-Partial Least Squares (SEM-PLS) techniques. Employer branding was measured based on five dimensions of organizational attractiveness, while job application interest and social media exposure were measured using a Likert scale. The results showed that employer branding has a positive and significant effect on job application interest (β = 0.506; p = 0.002), and social media also has a significant direct effect on job application interest (β = 0.573; p = 0.000). However, the moderating effect of social media on the relationship between employer branding and interest in applying was not statistically significant (β = -0.088; p = 0.969). The findings conclude that while social media is effective as a direct communication channel, its success in strengthening employer brand image depends on the quality of content and consistency of the organization's narrative. The implication of this study suggests that local companies should strengthen their employer branding strategy and utilize social media more purposefully and contextually to attract young talent in frontier regions.
Co-Authors Abd. Azis Muthalib Adi, Tiomy Butsianto Adnan Farisi Ahmad Juliana Ahmad Juliana Ahmatang Ahmatang Ang Hong Loong Angelina Yenny Ringan Arnadi Chairunnas Ashar Ashar Aswan Aswan Aswan Aswan Banding, Mappa Panglima Budi Hasyim Deni Marsha Faerozh Madli Febrian, Muhammad Rully Ibnu Hajar Jescynia Marchella Lahengke Juliana, Ahmad karunia, Erick La Nita Loong, Ang Hong Malik, Aan Digita Marsha, Deni Mohd Noor Hidayat Jimainal Mojolou, Dean Nelson Muh. Israwan Azis Muhammad Tharmizi Junaid Muthalib, Abd. Aziz Muthalib, Dzulfikri Azis N, Ismail Khalid Nursandi, Arif Nursia, Nursia NURUL HIDAYAT Riyans Ardiansyah Sabrang Gilang Gemilang Shalahuddin Shalahuddin Suryaningsih Suryaningsih Suryaningsih Syahran Syams, Tengku Putri Azizah Wawo, Andi Basru Yohanna Thresia Nainggolan