The Influence of Employer Branding and Social Media Recruitment on Generation Z’s Interest in Work (A Study of Final Year Students from the 2022 Management Departement at Siliwangi University)

Human resources are the main asset that determines an organization's success in achieving its goals. In today's digital era, companies are required to have a competitive advantage in attracting and retaining quality workers, especially from Generation Z, who are known to be adaptable to technology and critical in choosing their work environment. Employer branding and recruitment social media have become important strategies in creating a positive image of the company while expanding the reach of the recruitment process. This study aims to analyze the influence of employer branding and recruitment social media on Generation Z's interest in working among students majoring in Management at Siliwangi University. The research method used is quantitative with a causal associative approach. Data were obtained by distributing questionnaires to 80 respondents who were final-year students of the 2022 batch using simple random sampling. Data analysis was performed using multiple linear regression with the help of IBM SPSS version 27. The results showed that employer branding and recruitment social media had a positive and significant effect on Generation Z's interest in working. The coefficient of determination R² value was 0.476, which means that the two independent variables were able to explain 47.6% of the interest in working variable. Thus, it can be concluded that a strong employer branding strategy and effective use of recruitment social media can increase Generation Z's interest in working for a company.