The Influence of Employer Branding on Job Application Interest among Generation Z in the Special Region of Yogyakarta

Abstract

Abstract This study aims to determine the influence of employer branding on job application interest among Generation Z in the Special Region of Yogyakarta. The background of this research is the increasing competition in recruiting competent workers in the labor market, a phenomenon known as the "War for Talent." This competition compels companies to develop effective strategies to attract top candidates, especially as Generation Z is starting to dominate the labor market. Generation Z refers to individuals born between 1997 and 2012. This generation is known for its unique characteristics and strong attachment to technology and digital information, which significantly  influence how they search for and choose jobs. Therefore, it is crucial for companies to understand the factors that
affect Generation Z's interest in applying for jobs. One key factor considered by Gen Z when applying for jobs is employer branding. Employer branding refers to the public perception of a company, including its reputation, uniqueness, and brand value compared to other companies. Strong employer branding helps companies attract high-quality candidates and retain existing employees. This study uses a quantitative approach with primary data as the source. The population of this research is Generation Z individuals in the Special Region of Yogyakarta, with a sample size of 100 respondents. The data were analyzed using simple linear regression analysis. The results of this study indicate that Employer Branding (X) has a positive and significant effect on Job Application Interest (Y) among Generation Z in the Special Region of Yogyakarta. This is evidenced by a significance value of 0.000 < 0.05 and a t-value of 4.127 > t-table (1.984). These findings indicate that strong employer branding or a positive corporate image can enhance Generation Z’s interest in applying for jobs.