The Effect of Employer Branding and E-recruitment on the Intention to Apply for a Job in Z Generation

Abstract

This study examines the influence of employer branding and e-recruitment among z generation in applying for a job. The study aims to investigate whether there is an effect of employer branding and e-recruitment on intention to apply for a job in z generation. This study using quantitative approach and an explanatory survey. The research methodology involves 120 job seekers as samples from z generation in Bandung Raya, using a questionnaire for a survey that measures the variable of this research namely employer branding, e-recruitment, and intention to apply for a job. The sampling technique uses incidental sampling technique, where sampling is carried out based on coincidence, that is anyone who meets the researcher and considered fit the sample criteria can be a research sample. The data collected is analyzed using multiple linear regression analysis and the hypotheses test are using T test dan F test. The findings suggest that employer branding and e-recruitment have an effect of 36.6% on the intention to apply for a job in z generation. Furthermore, according to t test it is known that employer branding has a positive effect on intention to apply for a job in the z generation, so does e-recruitment variable has a positive effect on intention to apply for a job in the z generation. Furthermore, F test founds that employer branding and e-recruitment effect simultaneously on intention to apply for a job in z generation.