THE MEDIATING ROLE OF CORPORATE REPUTATION IN THE RELATIONSHIP BETWEEN EMPLOYER BRANDING AND JOB APPLICATION INTENTIONS: A STUDY OF GENERATION Z IN JAKARTA
DOI:
https://doi.org/10.31004/joecy.v6i1.8191Keywords:
Corporate Reputation, Employer Branding, Generation Z, Jakarta, Job Application IntentionsAbstract
In the era of globalization, companies face intense competition in attracting Generation Z talent in Jakarta's volatile labor market, characterized by high youth unemployment rates. This study aims to examine the effect of employer branding on job application intentions with company reputation as a mediating variable. Using an explanatory quantitative design, primary data from 356 Generation Z respondents in Jakarta were collected through an online Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 3. The results show that employer branding has a positive and significant effect on job application intentions directly (path coefficient 0.283, p<0.001) and indirectly through the partial mediation of company reputation (VAF 54.83%). In conclusion, company reputation validates employer branding claims, increasing recruitment effectiveness for Generation Z.
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