<![CDATA[This study aims to examine the effect of employer brand associations on the employer attraction of Generation Z towards Indonesian state-owned enterprises (BUMN), and to test employer image as the mechanism mediating that relationship. The research applies a quantitative explanatory survey of a cross-sectional nature. Respondents are members of Generation Z, comprising final-year stud ents, fresh graduates, and early-career workers who have never been employed by a state-owned enterprise, selected through purposive sampling. Data were gathered through a closed-ended online questionnaire and analysed using Partial Least Squares Structural Equation Modeling, with the type of mediation classified according to the typology of Zhao, Lynch, and Chen. The results show that employer brand associations strengthen employer image and employer attraction, and that employer image in turn strengthens employer attraction. The mediation is complementary most of the effect travels through employer image, so the effectiveness of employer branding depends on whether the communicated value proposition is converted into a coherent impression of what working for the organisation is actually like, rather than on the volume of recruitment publicity alone.]]>
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