The Influence of Employer Branding and Organizational Reputation on The Interest in Applying for Jobs of Generation Z (A Study on Generation Z in The Western Cilacap Region)

Rahmaliya Zakiyyah; Isna Mukhlisa

The Influence of Employer Branding and Organizational Reputation on The Interest in Applying for Jobs of Generation Z (A Study on Generation Z in The Western Cilacap Region)

Date Published : 13 August 2026

Contributors

Rahmaliya Zakiyyah

Siliwangi University

Corresponding Author

Isna Mukhlisa

Siliwangi University

Author

Keywords

Employer Branding Organizational Reputation Interest in Applying for Jobs Generation Z PLS-SEM

Proceeding

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

Track

General Track

License

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

Abstract

The dominance of Generation Z in the labor market has shifted job seekers’ orientation, who no longer focus solely on financial compensation but also consider company image, organizational reputation, and workplace values. This study aims to analyze the influence of employer branding and organizational reputation on job application intention among Generation Z in the western region of Cilacap, Indonesia. A quantitative approach was employed using a survey method through an online questionnaire distributed to respondents aged 18–27 years who are active or potential job seekers. Data were analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) technique with SmartPLS 4.0 software. The results show that employer branding and organizational reputation have a positive and significant effect on job application intention, both partially and simultaneously. These findings confirm that a strong employer image and a positive organizational reputation are key factors in shaping Generation Z’s perceptions and decisions to apply for jobs. Practically, this study provides recommendations for companies to strengthen communication strategies and build a credible digital reputation to continuously attract young talents.

References

Abanan, M. Z. R., Moko, W., Firanda, B. S., & Aini, M. F. (2024). Organizational attractiveness, social media, and corporate reputation as mediators of employer branding toward intention to apply for a job. Reviu Akuntansi, Manajemen, dan Bisnis, 4(2), 187–197.

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T

Astuti, T. P. (2024). Company attractiveness, corporate reputation, and recruitment websites as determinants of job application intentions (Case study of Islamic banking study program students). ). Journal of Business Management and Islamic Banking, 3(2), 117–126. https://doi.org/10.14421/jbmib.v3i1.2346

Backhaus, K., & Tikoo, S. (2004). Daftar Pustaka. Career Development International, 9(5), 501–517. https://doi.org/https://doi.org/10.1108/13620430410550754

Badan Pusat Statistik. (2023). Keadaan Ketenagakerjaan Indonesia Februari 2023. Badan Pusat Statistik RI. https://www.bps.go.id

Berthon, P., Ewing, M., & Hah, L. L. (2019). Captivating company: Dimensions of attractiveness in employer branding. International Journal of Advertising, 38(2), 273–295. https://doi.org/https://doi.org/10.1080/02650487.2018.1535224

Eriksson, P., Hermelin, B., & Westermark, A. (2022). Employer branding: Local authenticity in place marketing. European Planning Studies, 30(2), 221–239. https://doi.org/10.1080/09654313.2021.1951175

Fombrun, C. J. (1996). Reputation: Realizing value from the corporate image. Harvard Business School Press.

Fombrun, C. J., Ponzi, L. J., & Newburry, W. (2010). Stakeholder tracking and creation: The RepTrak system in practice. Corporate Reputation Review, 13(4), 257–270. https://doi.org/10.1057/crr.2010.18

Ghozali, I., & Kusumadewi, K. A. (2023). Partial Least Squares Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 4.0 Untuk Penelitian Empiris. In Badan Penerbit Universitas Diponegoro.

Hapsara, G. P. I., & Nugrahaningsih, T. H. (2024). Corporate reputation mediates the effect of employer branding on Generation Z’s intention to apply for a job. Management Studies and Entrepreneurship Journal, 5(1), 2548–2562.

Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Sructural Equation Modeling (PLS-SEM) Using R. https://doi.org/10.1007/978-3-030-80519-7_7

Helm, S. (2021). Corporate reputation and employer branding: A conceptual framework. Journal of Brand Management, 28(3), 245–260.

Highhouse, S., Lievens, F., & Sinar, E. F. (2018). Measuring attraction to organizations. Journal of Vocational Behavior, 106(6), 134–150.

Kaur, P., & Sharma, P. (2023). Impact of employer branding and corporate reputation on job seekers’ intention to apply: A study of Millennials and Gen Z. International Journal of Human Resource Studies, 13(1), 45–67. https://doi.org/10.5296/ijhrs.v13i1.20678

Lievens, F., & Slaughter, J. E. (2016). Employer image and employer branding: What we know and need to know in the 21st century. Organizational Dynamics, 45(3), 210227. https://doi.org/10.1016/j.orgdyn.2016.05.001

Minchington, B. (2021). Employer brand leadership: A global perspective. Collective Learning Australia.

Srinivas, S., Rao, V. S., & Kumar, P. (2025). Employer brand perception and employee outcomes: A mediation analysis. Asia Pacific Journal of Human Resources.

Thang, N. N., & Trang, N. T. (2024). Corporate reputation and its impact on employee attraction and retention: Evidence from emerging economies. Asia-Pacific Journal of Business Administration, 16(2), 178–195.

Vaithilingam, S., Ong, C. S., Moisescu, O. I., & Nair, M. S. (2024). Robustness checks in PLS-SEM: A review of recent practices and recommendations for future applications in business research. Journal of Business Research, 173, 113564.

Vieira, D. R., Oliveira, R. T., & Almeida, F. (2024). Employer branding as a driver of organizational attractiveness for Generation Z. Journal of Contemporary Management Research, 20(1), 23–38

Zahira, S. Z., Juniwati, J., Fahruna, Y., Fauzan, R., & Syahbandi, S. (2024). The influence of employer branding and the use of social media on Gen Z’s intention to apply through corporate reputation as mediation. Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi, 5(2), 56–70.

Downloads

PDF

How to Cite

Isna Mukhlisa, I. M. (2026). The Influence of Employer Branding and Organizational Reputation on The Interest in Applying for Jobs of Generation Z (A Study on Generation Z in The Western Cilacap Region) (R. Z. Rahmaliya Zakiyyah, Trans.). International Seminar and Conference on Management, Research, and Transformation (I-SMART), 1, 147-156. https://conference.unsil.ac.id/ismart/paper/view/72