Abstract:
Purpose – This study aims to investigate the impact of employee-generated social
media marketing on Brand Attractiveness, Brand Awareness, and Perceived Job
Attributes, and the influence of these factors on the Intention to Apply. to startup
companies, especially among millennials and the gen-z generation.
Design/ methodology/ approach – The quantitative method was chosen to examine
data using Structural Equation Model (SEM) analysis. The collected data in this study
was 315 respondents using purposive sampling, this study was tested using Smart-PLS
3.
Findings – Employee-Created Social Media Marketing Communication has a
significant influence on Brand Attractiveness, Brand Awareness, and Perceived Job
Attributes. In addition, Brand Attractiveness, Brand Awareness, and Perceived Job
Attributes have a significant influence on the Intention to Apply.
Practical implications – The practical implications of this study can help companies
to attract top talent by using social media to build their brand image and create positive
perceptions of job attributes. By investing in employer branding strategies and
encouraging employee-generated content on social media platforms, companies can
enhance their recruitment efforts and gain a competitive advantage in the labour
market.
Originality/ value – The study's findings provide a more nuanced understanding of the
complex processes involved in the formation of employer branding and the factors that
influence job seekers' decision to apply for a particular job. This comprehensive
approach is crucial for managers and recruiters to understand the multifaceted nature
of the recruitment process and develop more effective strategies that address the diverse
needs and expectations of job seekers.
