EMPLOYER BRENDING AS A MEGNET FOR YOUNG TALENT A STUDY OF STUDENTS’ PERSPECTIVES ON STARTUP COMPANIES

Abstract

This study aims to determine the influence of students' perceptions of employer branding on their interest in applying to startup companies. The increasing number of startups in the digital era has opened up numerous career opportunities for the younger generation, but not all students have positive perceptions of the stability and job prospects at these companies. This study used a quantitative approach with correlational methods. The sample consisted of 107 respondents, all final-year students familiar with the startup world. Data were collected through a Likert-based questionnaire and analyzed using simple and multiple linear regression tests using SPSS. The results of the study indicate that employer branding image and employer branding appeal and opportunities have a positive and significant effect on interest in applying to startup companies. The appeal and opportunities dimension is the most dominant factor in influencing student interest. The coefficient of determination (R²) value of 0.914 indicates that 91.4% of the variation in interest in applying can be explained by these two variables. Thus, it can be concluded that the more positive students' perceptions of a startup's employer branding, the higher their interest in applying. This study provides implications for startup companies to strengthen their employer branding strategies through effective digital communication, an innovative work culture, and providing attractive career development opportunities for the younger generation.