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All Journal Journal La Bisecoman
Salma, Arinda
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Economics, Econometrics & Finance

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How Employer Branding Shapes Person-Organization Fit in Gen Z: The Strategic Role of Social Media: JEL Classification: D22, G21, M31, O16, L26 Salma, Arinda; Erlin, Nia Ariyani
Journal La Bisecoman Vol. 6 No. 3 (2025): Journal La Bisecoman
Publisher : Newinera Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37899/journallabisecoman.v6i3.2293

Abstract

As the world continues to develop and change, generations and intergenerational expectations are also changing. One of them is Generation Z, which shows unique characteristics in choosing a job, prioritizing the alignment of values and company culture. This study aims to examine the effect of employer branding on person- organization fit (P-O fit) in Generation Z job seekers, with social media as a mediating variable. The method used in this study is a quantitative approach with data collection through a questionnaire distributed online to 136 respondents who met the research criteria. The results of the analysis using SmartPLS show that employer branding has a positive and significant effect on P-O fit, and social media plays an important role in increasing this influence. These findings emphasize that companies need to build a strong and transparent image through social media to attract and retain Generation Z talent. This study provides insight for companies in formulating effective recruitment strategies in a competitive labor market.
Co-Authors Erlin, Nia Ariyani