The Influence of Employer Branding and the Use of Social Media on Gen Z's Intention to Apply Works through Corporate Reputation as Mediation

siti zahra zahira
Juniwati, Juniwati
Fahruna, Yulyanti
Fauzan, Rizky
Syahbandi, Syahbandi

Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (JASMIEN)
Vol. 5 No. 02 (2025): Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (Jasmien) : Desember-Febuari

GeniZiisiknownitoihaveitheiabilityitoibeiskillediiniusingitheiinternet,inamelyisocialimedia,iespeciallyiiniseekingiinformationiaboutitheireputationiofianiorganizationioricompany.iThisiisianiimportantiinvestmentiforicompaniesitoigetipotentialiemployees.iToiattractiGeniZitoiapplyiforijobs,icompaniesimustihaveiemployeribranding,iaisocialimediaipresenceiandiaigoodireputation.iThisistudyiaimsitoievaluateihowiemployeribrandingiandisocialimediaiuseiaffectitheileveliofiintentionitoiapplyiforiaijob,itakingiintoiaccountitheiroleioficorporateireputationiasianiintermediary.iThisistudyiusesiaiquantitativeiapproachiwithidataicollectionithroughiaiquestionnaireisurveyidistributeditoi200ialumniiofiTanjungpuraiUniversityistudents.iTheipurposiveisamplingitechniqueiwasiuseditoiselectirespondentsiwhoihadicertainicriteria,inamelyigeniziagedi17-27iyearsiandialumniiofiTanjungpuraiUniversity.iTheidataiwasianalyzediusingipathianalysisitechniquesiandiIBMiSPSSiStatisticisoftware.iThisiresearchiisiexpecteditoiprovideiinsightiforihumaniresourceimanagersiandipractitionersiinidesigningistrategiesitoiincreaseitheiworkiinterestiofiGeniZ.iTheiresultsiofithisistudyishowithatiemployeribrandingianditheiuseiofisocialimediaihaveiaipositiveiandisignificantiinfluenceionitheirateiofiintentionitoiapplyiforiaijobiiniGeniZimediatedibyitheiCompany'siimage.