Reputasi Perusahaan Memediasi Pengaruh Employer Branding Terhadap Niat Mahasiswa Generasi Z untuk Melamar Pekerjaan
DOI:
https://doi.org/10.37385/msej.v5i1.4093Keywords:
Employer Branding, Corporate Reputation, Intention to ApplyAbstract
This study aims to determine the impact of employer branding on job application rates, focusing on the role of corporate reputation as a mediator. The subjects of this study consisted of a sample of 131 Generation Z students in Semarang who were about to enter the workforce. Participants were recruited using purposive sampling. Data were collected using a questionnaire, and data analysis was conducted using Partial Least Squares Structural Equation Modelling (PLS-SEM) using SmartPLS version 3.2.9. The results show that employer branding has a significant impact on overall corporate reputation. The impact of corporate reputation on the intention to apply for a job is also seen in the results of the study. And the impact of employer branding on the intention to apply for a job on work-ready generation Z students in Semarang will be more influential when there is corporate reputation as a mediator. Based on this research, organisations or companies need to take into account the importance of forming a positive image, which serves as a marketing strategy for employer branding to attract the best/potential job applicants.
References
Ambler, T., & Barrow, S. (1996). The employer brand. Journal of Brand Management, 4(3), 185–206. https://doi.org/10.1057/bm.1996.42
Barber, A. E., & Roehling, M. V. (1993). Job postings and the decision to interview: A verbal protocol analysis. Journal of Applied Psychology, 78(5), 845–856. https://doi.org/10.1037/0021-9010.78.5.845
Berthon, P., Ewing, M., & Hah, L. L. (2005). Captivating company: Dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), 151–172. https://doi.org/10.1080/02650487.2005.11072912
Chhabra, N. L., & Sharma, S. (2014). Employer branding: Strategy for improving employer attractiveness. International Journal of Organizational Analysis, 22(1), 48–60. https://doi.org/10.1108/IJOA-09-2011-0513
Chin, W. W. (1998). The Partial Least Squares Approach to Structural Equation Modeling. http://www.researchgate.net/publication/232569511
Dalvi, D. S. (2021). Employer brand equity and its impact on the application intent of the prospective employees. International Journal of Business Intelligence Research, 12(1), 1–25. https://doi.org/10.4018/IJBIR.20210101.oa1
Edwards, M. R. (2009). An integrative review of employer branding and OB theory. In Personnel Review (Vol. 39, Issue 1, pp. 5–23). https://doi.org/10.1108/00483481011012809
Ekhsan, M., & Fitri, N. (2021). Pengaruh Employer Branding Terhadap Minat Melamar Pekerjaan Dengan Reputasi Perusahaan Sebagai Variabel Mediasi. Jurnal Ekonomi Bisnis, Manajemen Dan Akuntansi (JEBMA), 1(2), 97–107. https://doi.org/10.47709/jebma.v1i2.992
Erlinda, F., & Safitri, R. (2020). THE RELATIONSHIP BETWEEN EMPLOYER BRANDING, CORPORATE REPUTATION, AND RECRUITMENT WEB ON INTENTION TO APPLY. Jurnal Ekonomi Syariah Teori Dan Terapan, 7(8), 1572. https://doi.org/10.20473/vol7iss20208pp1572-1583
Febrianti, D. I., & Hendratmoko, C. (2022). Pengaruh kompensasi, karakteristik pekerjaan, tanggung jawab sosial perusahaan dan reputasi perusahaan terhadap minat melamar pekerjaan. KINERJA, 19(2), 257–267. https://doi.org/10.30872/jkin.v19i2.10927
Fombrun, C. (2012). Corporate reputation: Definitions, antecedents, consequences. The Oxford handbook of corporate reputation. Oxford University Press Oxford.
Fombrun, C. J., Gardberg, N. A., & Sever, J. M. (2000). The Reputation QuotientSM: A multi-stakeholder measure of corporate reputation. Journal of Brand Management, 7(4), 241–255. https://doi.org/10.1057/bm.2000.10
Ghozali. (2016). Aplikasi analisis multivariete dengan program IBM SPSS 23.
Ghozali, & Latan. (2015). Partial least square SEM (PLS-SEM). Partial Least Square.
Gupta, R., Kumar Sahoo, S., Sahoo, T., & Ranjan Sahoo, T. (2018). Employer Branding: A Tool For Employee Retention. In International Journal of Business and Management Invention (IJBMI) ISSN. www.ijbmi.org
Highhouse, S., Lievens, F., & Sinar, E. F. (2003). Measuring attraction to organizations. Educational and Psychological Measurement, 63(6), 986–1001. https://doi.org/10.1177/0013164403258403
Hussein, A. S. (2015). Penelitian bisnis dan manajemen menggunakan Partial Least Squares (PLS) dengan SmartPLS 3.0. Universitas Brawijaya, 1, 1–19.
Junça Silva, A., & Dias, H. (2022). The relationship between employer branding, corporate reputation and intention to apply to a job offer. International Journal of Organizational Analysis, 31(8), 1–16. https://doi.org/10.1108/IJOA-01-2022-3129
Kashyap, V., & Verma, N. (2018). Linking dimensions of employer branding and turnover intentions. International Journal of Organizational Analysis, 26(2), 282–295. https://doi.org/10.1108/IJOA-03-2017-1134
Lale Tüzüner, V., & Arsun Yüksel, C. (2009). SEGMENTING POTENTIAL EMPLOYEES ACCORDING TO FIRMS’ EMPLOYER ATTRACTIVENESS DIMENSIONS IN THE EMPLOYER BRANDING CONCEPT.
Mahardika, A. A., Ingarianti, T. M., & Zulfiana, U. (2022). Work-life balance pada karyawan generasi Z. Collabryzk Journal for Scientific Studies, 1, 1–16.
Maurya, K. K., Agarwal, M., & Srivastava, D. K. (2021). Perceived work–life balance and organizational talent management: mediating role of employer branding. International Journal of Organization Theory and Behavior, 24(1), 41–59. https://doi.org/10.1108/IJOTB-12-2019-0151
Ngoc, P., Thu, A., Nguyen, T., & Khanh, V. (2021). Employer Branding in Generation Z Recruitment Title of thesis: Employer Branding in Generation Z Recruitment-A Study on Vietnamese Gen Z’s Perceptions and Job Seeking Behaviors.
Nguyen, B., Yu, X., Melewar, T. C., & Hemsley-Brown, J. (2016). Brand ambidexterity and commitment in higher education: An exploratory study. Journal of Business Research, 69(8), 3105–3112. https://doi.org/10.1016/j.jbusres.2016.01.026
Potgieter, A., & Doubell, M. (2020). The influence of employer branding and employees’ personal branding on corporate branding and corporate reputation. African Journal of Business and Economic Research, 15(2), 107–133. https://doi.org/10.31920/1750-4562/2020/V15N2A6
Putri, A. D. (2021). Maksimalisasi Media Sosial untuk Meningkatkan Pendapatan dan Pengembangan Diri Generasi Z di MAN 1 Pesawaran. Journal of Social Sciences and Technology for Community Service (JSSTCS), 2(2), 37. https://doi.org/10.33365/jsstcs.v2i2.1180
Putri, R. L., & Abdurrahman, A. (2023). Pengaruh Employer Branding, Reputasi Perusahaan dan Informasi Sosial Media Terhadap Niat Melamar Pekerjaan Generasi Milenial dan Generasi Z. Innovative: Journal Of Social Science Research, 3(3), 10844–10861.
Sakitri, G. (2021). Selamat Datang Gen Z, Sang Penggerak Inovasi! Forum Manajemen. https://journal.prasetiyamulya.ac.id/journal/index.php/FM/article/view/596
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial Least Squares Structural Equation Modeling. In Handbook of Market Research (pp. 1–47). Springer International Publishing. https://doi.org/10.1007/978-3-319-05542-8_15-2
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach. books.google.com. https://books.google.com/books?hl=en&lr=&id=Ko6bCgAAQBAJ&oi=fnd&pg=PA19&dq=research+methods+for+business+a+skill+building+approach&ots=2DZO_4NXnR&sig=4-uD8bnwUnME2Y8mBzE83Thdo_w
Sivertzen, A. M., Nilsen, E. R., & Olafsen, A. H. (2013). Employer branding: Employer attractiveness and the use of social media. Journal of Product and Brand Management, 22(7), 473–483. https://doi.org/10.1108/JPBM-09-2013-0393
Slameto. (2010). Belajar dan Faktor-faktor yang Mempengaruhinya. Jakarta: PT. Rineka Cipta.
Soeling, P. D., Ajeng Arsanti, S. D., & Indriati, F. (2022). Organizational reputation: does it mediate the effect of employer brand attractiveness on intention to apply in Indonesia? Heliyon, 8(4). https://doi.org/10.1016/j.heliyon.2022.e09208
Subbarao, N. V., Chhabra, B., & Mishra, M. (2022). Social Media Usage Behavior in Job Search: Implications for Corporate Image and Employer Branding. In Palgrave Studies in Democracy, Innovation and Entrepreneurship for Growth (pp. 51–79). Palgrave Macmillan. https://doi.org/10.1007/978-3-030-79709-6_3
Suryabrata, S. (2014). Metodologi Penelitian. Jakarta: PT Rajagrafindo Persada.
Wanda Evrina, P., & Wulansari, P. (2023). PENGARUH EMPLOYER BRANDING DAN REPUTASI ORGANISASI TERHADAP INTENTION TO APPLY PADA GENERASI Z (STUDI KASUS PADA MAHASISWA FAKULTAS EKONOMI BISNIS UNIVERSITAS TELKOM). Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 7(2).
Zeeshan, M., Qureshi, T. W., Bashir, S., & Ahmed, U. (2020). Transformational Leadership and Corporate Reputation: Mediation Effects of Employer Branding. In Journal of Management and Research (JMR) (Vol. 7, Issue 1).