GEN Z CAREER EXPECTATIONS IN STARTUPS: TO WHAT EXTENT DOES APPLICATION VALUE INFLUENCEINTEREST IN APPLAYING

Abstract

Over the past ten years, startup companies in Indonesia have grown rapidly as a result of increased digital innovation and entrepreneurial spirit among the younger generation. Startups are now a symbol of technological progress and provide a dynamic, flexible, and learning-filled work environment. Generation Z—consisting of people born between 1997 and 2012 and referred to as digital natives—are becoming increasingly interested in startup companies because of these conditions. Generation Z is very interested in the meaning of work, self-development, and work-life balance. In this case, an important strategy for startup companies is employer branding, which helps them attract potential employees by creating a good reputation as an attractive place to work. Application value, also known as application value, is an important element in a company's brand. Application value is the extent to which prospective employees believe that working for a company allows them to apply their knowledge and skills. This is important for Gen Z students because they tend to look for jobs that provide real work experience that helps them improve their skills and broaden their professional horizons. The purpose of this study is to examine how perceptions of application value in startup company employer branding impact Gen Z's desire to apply for jobs. It is hoped that the results of this study will provide theoretical benefits for the development of research on employer branding and practical benefits for startup companies in developing more efficient recruitment strategies. Companies can increase their attractiveness to young talent and enhance their appeal with perceptions of application value.