The Influence of Employer Branding and Career Development Opportunity on Organizational Attractiveness (A Study on Management Students of the Faculty of Economics, Siliwangi University, Class of 2022)

Human resources are a key component that influences the success of organizations in achieving their business goals. The turmoil of globalization and the advancement of the 4.0 industrial revolution require companies to attract and retain potential young talent, especially from Generation Z. In this case, employer branding and career development opportunities are vital aspects that determine the attractiveness of an organization. This study aims to investigate the impact of employer branding and career development opportunities on the attractiveness of organizations among students of the Management Study Program, Faculty of Economics, Siliwangi University, class of 2022. The method used in this study is a quantitative approach with an explanatory research type. Data collection was carried out by distributing questionnaires to 79 participants selected using simple random sampling techniques. Data analysis was performed using multiple linear regression using IBM SPSS software version 27. The research findings show that corporate branding and career development opportunities have a positive and significant impact on organizational attractiveness, both separately and together. The coefficient of determination (R²) of 0.731 shows that the two independent variables can explain 73.1% of the variation in organizational attractiveness. These findings emphasize the importance of a good corporate image as an attractive workplace, along with clear career development paths, in creating positive perceptions of organizational attractiveness among the younger generation.