The Effect of Social Media and Employer Branding on Generation Z's Intention to Apply for Jobs

Abstrak

This study examines the influence of social media and employer branding on Generation Z’s intention to apply to start-up companies in Cirebon. Using a quantitative approach, data were collected through a survey of 155 Generation Z respondents. The research instrument was tested for validity and reliability, and the data were analyzed using multiple linear regression. The findings reveal that social media has a positive and significant effect on intention to apply, although its impact is smaller compared to employer branding. Employer branding is found to be more dominant in shaping Generation Z’s job application interest. Simultaneously, both variables have a significant effect and explain 52.6% of the variance in intention to apply. These findings highlight that the combination of social media and employer branding serves as a crucial strategy for start-ups, especially in developing regions, to attract young talents.