Brain Drain Mitigation: The Effect of Employer Branding on Job Placement Intentions in Generation Z
DOI:
https://doi.org/10.31603/conference.17323Kata Kunci:
employer branding, employer attractiveness, intention to apply, generation Z, brain drainAbstrak
The intense competition to acquire Generation Z talent prompts various corporations to formulate robust employer branding strategies to boost organizational appeal and job application intentions. This research is designed to investigate the impact of Employer Branding on stimulating Job Application Intention, positioning Employer Attractiveness as a mediating factor among the Generation Z population in Indonesia. Utilizing an explanatory quantitative approach, primary data were gathered from 200 Generation Z respondents selected through a purposive sampling procedure. The hypothesis testing and model estimation were analysed using Covariance-Based Structural Equation Modelling (CB-SEM) operated via AMOS 26 software. The results indicate that employer branding and job application intention has a positive effect on employer attractiveness. Furthermore, employer attractiveness exerts a positive influence on job application intention. The mediation analysis reveals that employer attractiveness partially mediates the relationship between employer branding and job application intention (indirect effect). These findings reinforce signalling theory, demonstrating that employer branding serves as an organizational signal that shapes perceptions of organizational attractiveness and drives increased job application intentions among Generation Z.
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