Analisis Employer Branding dan Corporate Reputation terhadap Intention To Apply Generasi Z pada Era Digital
Keywords:
Employer Branding, Corporate Reputation, Intention to Apply, Generasi Z, Era DigitalAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh employer branding dan corporate
reputation terhadap intention to apply Generasi Z pada era digital. Generasi Z memiliki
karakteristik yang lebih selektif dalam memilih pekerjaan karena tidak hanya
mempertimbangkan aspek finansial, tetapi juga budaya organisasi, work-life balance,
peluang pengembangan karier, dan reputasi perusahaan. Penelitian ini menggunakan
metode studi literatur sistematis dengan mengkaji berbagai artikel ilmiah, jurnal, dan sumber
literatur relevan yang membahas employer branding, corporate reputation, serta intention
to apply pada Generasi Z. Hasil penelitian menunjukkan bahwa employer branding
memiliki pengaruh signifikan dalam meningkatkan ketertarikan Generasi Z untuk melamar
pekerjaan, terutama melalui budaya kerja yang fleksibel, lingkungan kerja yang inklusif,
dan komunikasi digital yang autentik. Selain itu, corporate reputation juga berperan
penting dalam membangun kepercayaan calon pelamar terhadap kredibilitas dan stabilitas
perusahaan. Media sosial dan platform digital menjadi faktor utama dalam membentuk
persepsi Generasi Z terhadap perusahaan. Penelitian ini menyimpulkan bahwa perusahaan
perlu mengintegrasikan strategi employer branding dan pengelolaan reputasi digital secara
konsisten agar mampu meningkatkan daya tarik organisasi di mata Generasi Z pada era
digital.
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