THE INFLUENCE OF FIVE EMPLOYER BRANDING DIMENSIONS TOWARDS JAKARTA GENERATION Z’S INTENTION TO APPLY

Abstract

This research is focusing about “The Influence of Five Employer Branding Dimensions Towards Jakarta Generation Z’s Intention to Apply”. This research targeted Jakarta Generation Z who are currently searching for a job. Using quantitative approach, the writer spread questionnaires to use the result as the primary data of the research, and obtained 178 responses from Jakarta Generation Z. The research also used classical assumption test, multiple regression, and hypothesis testing, which came to the conclusion that Corporate Working Environment and Corporate Compensation and Benefits does not have significant influence towards Intention to Apply. The rest of the dimension which are Corporate Vision and Leadership, Corporate Reputation, and Corporate Social Responsibility does have a significant influence towards Intention to Apply. Since these Generation Z has never been in the workplace before, companies can expose company vision through their official website and show the leaders treat their workforces nicely to attract potential workforce through Corporate Vision and Leadership. Corporate Reputation is also can be maximized to attract Generation Z prospective workforce by giving career development opportunities and create better image of strategic workplace. Lastly, companies can expose their Corporate Social Responsibility activities in local community and show their care towards the environment to attract Generation Z potential workforce.