Conference Universitas Siliwangi
International Seminar and Conference on Management, Research, and Transformation (I-SMART)

Generation Z's Interest in Applying For Jobs Influenced by Employer Branding and Digital Recruitment

Date Published : 23 August 2026

Contributors

Yusi Yusriyyah

Siliwangi University
Corresponding Author

Neng Jamilah Tusa'diah

Siliwangi University
Corresponding Author

Keywords

Employer Branding Digital Recruitment Job Application Interest Generation Z Talent.

Proceeding

Vol. 1 (2025): International Seminar and Conference on Management, Research, and Transformation (I-SMART 1.0)

Track

General Track

License

Copyright (c) 2026 International Seminar and Conference on Management, Research, and Transformation (I-SMART)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

This study aims to analyze the influence of Employer Branding and Digital Recruitment on Job Application Interest among Generation Z students. The study uses a quantitative approach with a descriptive-verificative method. Data were collected through questionnaires from 35 final-year students selected using purposive sampling. Data were analyzed using multiple linear regression analysis with the help of SPSS 20. The results showed that both partially and simultaneously, Employer Branding and Digital Recruitment had a positive and significant effect on Job Application Interest. Employer Branding has a more dominant influence (Beta Coefficient = 0.571) than Digital Recruitment (Beta Coefficient = 0.444). The regression model formed was able to explain 83.7% of the variation in Interest in Applying for Jobs (Adjusted R Square = 0.837). To attract Gen Z talent, companies need to simultaneously build a strong employer brand image (Employer Branding) and implement a user-friendly and efficient digital recruitment process. The integration of these two strategies is key to effectively attracting potential employees from the digital native generation.

References

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How to Cite

Generation Z’s Interest in Applying For Jobs Influenced by Employer Branding and Digital Recruitment (Y. Y. Yusi Yusriyyah & N. J. T. Neng Jamilah Tusa’diah, Trans.). (2026). International Seminar and Conference on Management, Research, and Transformation (I-SMART), 1, 364-370. https://conference.unsil.ac.id/ismart/paper/view/180