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Journal : Journal of Educational Management Research

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What Drives Gen Z to Apply? an Exploration of Work Expectations, Social Media Use, and Organizational Attractiveness in Indonesia Chairunnisa, Adhelia Juwita; Jaya, Arman; Fitriana , Ana; Rosnani, Titik; Fahruna, Yuliyanti
Journal of Educational Management Research Vol. 5 No. 3 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i3.2140

Abstract

This study aims to examine the influence of work expectations on intention to apply among Generation Z in Indonesia, with a particular focus on the mediating roles of social media use and organizational attractiveness in the context of digital recruitment. A quantitative explanatory approach was employed using a cross-sectional survey of 231 Generation Z individuals preparing to enter the labor market, and the data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The findings reveal that work expectations do not have a direct effect on intention to apply; however, they significantly influence both social media use and organizational attractiveness. Furthermore, social media use has a significant positive effect on intention to apply, whereas organizational attractiveness does not show a significant influence. Mediation analysis indicates that social media use fully mediates the relationship between work expectations and intention to apply, while organizational attractiveness does not act as a mediator. These results imply that social media serves as a critical mechanism in translating job seekers’ expectations into application intentions, highlighting the importance for organizations to optimize digital recruitment strategies through interactive, informative, and engaging social media content to effectively attract Generation Z talent.
Co-Authors -, Irianto -, Suryono -, Sutedjo Adelia, Steven Agusalim, Imam Dui Ahmad Firyal Adila Ahmad Shalahuddin Akbar Tanjung Akhmad Arif Kurdianto Angraini Hasanah, Putri Ninis Apollo Apollo Arni, Mini Aspasya, Delvia Putri Barkah, Barkah Basima, Afra Caesa Aulia Mufida Chairunnisa, Adhelia Juwita Chamisyahuri, Chamisyahuri Charles, Ricardo Damayanti, Nurlia Eka Darwis Lannai Dody Pratama Marumpe Dui Agusalim, Imam Eko Hadi Suharyanto, Hendik Endro Wahjono, Endro Era Purwanto Fahruna, Yuliyanti Fahruna, Yulyanti Farid Dwi Murdianto Fauzan, Rizky Ferdiansyah, Indra Fitri, Aisyah Farah Yasira Fitriana , Ana Fitriani, Indria Gigih Prabowo Giriati, Giriati Gita, Leiya Harry Setiawan Hasanudin Hasanudin Hasanudin Hasanudin Helma Malini, Helma Heriyadi Ikram Yakin Irdhayanti, Efa Irianto Irianto Istikarani , Miranda Juniwati Juniwati Juniwati Kevin Wijaya, Kevin Kurniawan, Anis Levina, Widya Liau Ie Hau Lovianda, Visi Lucky Pradigta Setiya Raharja Luki Septya Mahendra M. Irfani Hendri Mauridhi Heri Purnomo Mazayatul Mufrihah B11212091 Megawati - Muh. Su'un Muhammad Afif Muhammad Arrazi Bagaswara Nabila, Amaninda Jihan Nardi, Rio Nugraha, Syechu Dwitya Nurul Komari Patricia, Adella Prabowo , Yogi Muhammad Pandu Pramana Saputra Prilian Eviningsih, Rachma Purawanto, Era Purmono, Bintoro Bagus Rachma Prilian Eviningsih, Rachma Prilian Rahayu, Ratna Bhanuwati Rakhmawati, Renny Ramadhan, Ashriansyah Ramadhani, Hanif Fariz Rifki, Maulana Radiyan Romanisti, Shemma Anggia Rusli, Muhammad Rizani Salsabila, Kania Saputra, Dimas Saputra, Maulid Tommy Septi Yanaratri, Diah Setiya Raharja, Lucky Pradigta Sigit Ardi Saputra Soebagio Soebagio Suharyanto, Hendik Eko Hadi Suryani Dahniati Suryanto Suryanto Suryono Suryono Sutedjo Sutedjo Syahbandi Syahbandi Syahbandi Syaifullah, Muhammad Hasan Taufik, Tofikurrahman Wahed Taufiqurrahman Taufiqurrahman Tegar Aryo Pratomo Titik Rosnani Verizki, Chita Vicky Hadasya Pratama Victorio, Michael Wenny Pebrianti Wijaya, Piter Tanto Yakin, Ainul Yohanes Dandy Yulianto, Rifky Syahputra Yuspita, Agata