Employer Branding Melalui Social Media: Strategi Kompetitif Menarik Generasi Z Sebagai Job Seeker dan Memperkuat Reputasi Perusahaan

Hasyatamma, Mareta Putri (2026) Employer Branding Melalui Social Media: Strategi Kompetitif Menarik Generasi Z Sebagai Job Seeker dan Memperkuat Reputasi Perusahaan. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Tujuan dari adanya penelitian ini adalah untuk mengetahui perspektif dari Generasi Z mengenai ketertarikan mereka untuk memanfaatkan informasi dari sosial media untuk melamar kerja dari employer branding perusahaan. Penelitian ini dilakukan dengan pendekatan kuantitatif menggunakan Least Square-Structural Equation Modeling (PLS-SEM) dengan model penelitian second-order untuk mengetahui pengaruh sosial media, employer branding, dan competitive advantage terhadap minat melamar kerja dan corporate reputation pada Generasi Z. Proses pengambilan data dengan menggunakan kuesioner penelitian yang disebarkan kepada Generasi Z dengan system self-administrated serta menggunakan skala pengukuran likert 5 poin. Jumlah sampel dalam penelitian ini adalah sejumlah 211 responden dengan pendekatan Lemeshow. Terdapat tujuh hipotesis dalam penelitian ini, diantaranya (1) social media berpengaruh signifikan terhadap minat melamar kerja; (2) employer branding berpengaruh signifikan terhadap minat melamar kerja; (3) competitive advantage berpengaruh signifikan terhadap minat melamar kerja; (4) minat melamar kerja berpengaruh signifikan terhadap corporate reputation; (5) social media berpengaruh signifikan terhadap corporate reputation; (6) employer branding berpengaruh signifikan terhadap corporate reputation; (7) competitive advantage berpengaruh signifikan terhadap corporate reputation. Hasil penelitian dengan standar yang telah ditentukan menunjukkan bahwa semua hipotesis diterima kecuali pada hipotesis (4). Implikasi praktis dalam penelitian ini adalah dapat memberikan pengetahuan baru kepada perusahaan mengenai manfaat sosial media secara efektif dalam proses employer branding yang dapat meningkatkan minat pelamar kerja. Penelitian diharapkan dapat memberikan panduan praktis untuk para stakeholders di bidang sumber daya manusia dan pemasaran
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The purpose of this study is to determine the perspective of Generation Z regarding their interest in utilizing information from social media to apply for jobs from company employer branding. This study was conducted with a quantitative approach using Least Square-Structural Equation Modeling (PLS-SEM) with a second-order research model to determine the influence of social media, employer branding, and competitive advantage on the interest in applying for jobs and corporate reputation in Generation Z. The data collection process used a research questionnaire distributed to Generation Z with a self-administrated system and using a 5-point Likert measurement scale. The number of samples in this study was 211 respondents with the Lemeshow approach. There are seven hypotheses in this study, including (1) social media has a significant effect on the interest in applying for jobs; (2) employer branding has a significant effect on the interest in applying for jobs; (3) competitive advantage has a significant effect on the interest in applying for jobs; (4) interest in applying for jobs has a significant effect on corporate reputation; (5) social media has a significant effect on corporate reputation; (6) employer branding has a significant effect on corporate reputation; (7) competitive advantage has a significant effect on corporate reputation. The results of the study with predetermined standards show that all hypotheses are accepted except for hypothesis (4). The practical implications of this research include providing companies with new insights into the effective use of social media in employer branding, which can increase applicant engagement. This research is expected to provide practical guidance for stakeholders in human resources and marketing.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Competitive Advantage, Employer Branding, Generasi Z, High Quality Talent, Manajemen Sumber Daya Manusia, Minat Melamar Kerja, High Quality Talent, Human Resource Management, Intention to Apply.
Subjects:	T Technology > T Technology (General) > T58.64 Information resources management
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Mareta Putri Hasyatamma
Date Deposited:	28 Jan 2026 02:49
Last Modified:	28 Jan 2026 02:49
URI:	http://repository.its.ac.id/id/eprint/130660

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