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Retno Widyaningrum, Retno
STAIN Ponorogo
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Employer Branding Through Social Media: A Competitive Strategy to Attract Generation Z Job Seekers and Strengthen Corporate Reputation Hasyatamma, Mareta Putri; Dewi, Dyah Santhi; Widyaningrum, Retno
Journal Research of Social Science, Economics, and Management Vol. 5 No. 5 (2025): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v5i5.1254

Abstract

The purpose of this study is to explore Generation Z's perspective on utilizing social media information to apply for jobs via company employer branding. This quantitative study uses Least Square-Structural Equation Modeling (PLS-SEM) with a second-order research model to examine the influence of social media, employer branding, and competitive advantage on the interest in job applications and corporate reputation. Data was collected through a self-administered questionnaire using a 5-point Likert scale, distributed to 211 Generation Z respondents using the Lemeshow approach. Seven hypotheses were tested: (1) social media significantly affects job application interest; (2) employer branding significantly affects job application interest; (3) competitive advantage significantly affects job application interest; (4) job application interest significantly affects corporate reputation; (5) social media significantly affects corporate reputation; (6) employer branding significantly affects corporate reputation; (7) competitive advantage significantly affects corporate reputation. The study’s results indicate that all hypotheses were accepted, except for hypothesis (4). The practical implications include offering companies valuable insights on effectively using social media in employer branding to boost applicant engagement.
Co-Authors Adithya Sudiarno Ahmad Ahid Mudayana Amardhani, Athaa Faishal Aminuyati Aniqotul Azizah, Noris Ardiansyah, Acep Ahmad Ariani, Diania Ariani, Diania Arief Rahman Arifiani, Siska Ariyanto, Renaldi Jafras Azzahro, Suryo Alvin Basuki Wibawa Bimantara, Alvin Cahyaningratri, Amina Jasmine Cecep Kustandi Centauri , Beta Citra Kusuma Dewi Della Nuari Devi, Priesta Mayestika Karunia Dewi, Dyah Santhi Diana Ariani Diana Ariani, Diana Dilansari, Vina Annisa Ega Rizkiyah, Ega Erry Utomo Fatul Fauziah, Asmah Rohma Febiyana, Christi Ferry Setiawan Fikri, Muhammad Naufal Gani, Rayhan Sultan Hasyatamma, Mareta Putri Hikmah, Syafaqoh Mahdiyatul I Ketut Gunarta Imam Mustaqim Imbar Nursetyo, Kunto Irfanda, Mohammad Zehan Istighfarin, Rahmatul Izzati, Leni Nurul Kandriasari, Annis Khudlori, Ahmad Kresnaldi, Fariz Dwika Kunto Imbar Kunto Imbar Nursetyo Kusherawati, Ermi Kusuma, Oksa Wijaya Ma'ruf, Latifah Ely Marsofiyati Marsofiyati Maryani, Anny Moch Sukardjo Mochamad, Ardhani Muhammad Japar MULYADI Muslim, Suyitno Ni’mah, Zahrotun Nursetyo, Kunto Imbar Okta Putra Setio Ardianto, Okta Putra Setio Oktavia, Lora Permatahati, Stella Aldora Devi Prabowo, Afriyan Randhi Pratama, Arga Putra Pratama, Maulana Yoga Prawiradilaga, Dewi Salma Prawiradilaga, Dewi Salma Puspitarini Ngazis, Cahyani Putri, Malfa Liya Qohar, Henryco Syah Rahmat, Stephanus Turibius Ratna Sari Dewi Rizqi Nazhifah, Ghina Rosya, Kamila Nur Setiyowati, Fitri Nuraini Sholah, Adam Fajrus Situmorang, Robinson Sofian Rizal Sri Gunani Partiwi Suprayekti Suprayekti, Suprayekti Syahrial, Zulfiati syahyani, regita Wimbadi, Ardan Zahra, Bahezta Lama'a Zianadezdha, Asfara