The Influence of Employer Branding and Work Readiness on The Intention to Apply (A Case Study on Students of the 2022 Cohort of The Management Study Program)

Kania Ayu Ningsih; Zakiyyah Nur Oktaviani

The Influence of Employer Branding and Work Readiness on The Intention to Apply (A Case Study on Students of the 2022 Cohort of The Management Study Program)

Date Published : 13 August 2026

Contributors

Kania Ayu Ningsih

Universitas Siliwangi

Corresponding Author

Zakiyyah Nur Oktaviani

Universitas Siliwangi

Author

Keywords

Employer Branding Work readiness Intention To Apply

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

This study aims to evaluate the influence of employer branding and work readiness on the intention to apply among the class of 2022 students of the Management Study Program at Siliwangi University, emphasizing the direct, simultaneous, and mediating effects of the work readiness variable. This research employs a quantitative approach with a population of 382 students and a sample of 80 respondents selected through purposive sampling technique. Primary data was collected using a Likert scale questionnaire and then analyzed using descriptive statistics, the Successive Interval Method, and path analysis with the assistance of SPSS version 27 software. The results indicate that employer branding has a positive and significant effect on the intention to apply (path coefficient 0.398; total effect 0.2734), while work readiness has a stronger influence (path coefficient 0.467; total effect 0.4982). Collectively, these two variables explain 60.9% of the variation in the intention to apply (Adjusted R² = 0.619), while the remaining 22.8% is influenced by other variables. This study contributes to the development of human resource management literature, encourages students to enhance their soft skills and internship experiences, assists companies in designing better recruitment strategies, and encourages universities to refine their curriculum to reduce graduate unemployment rates.

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How to Cite

Nur Oktaviani, Z. (2026). The Influence of Employer Branding and Work Readiness on The Intention to Apply (A Case Study on Students of the 2022 Cohort of The Management Study Program) (K. Ayu Ningsih, Trans.). International Seminar and Conference on Management, Research, and Transformation (I-SMART), 1, 185-194. https://conference.unsil.ac.id/ismart/paper/view/81