EMPLOYER BRANDING ON STATE UNIVERSITIES INTENTION TO APPLY IN STARTUP COMPANIES

Abstract

Employer Branding is a company image to build a good reputation to attract candidates to join the companies. there are many companies competing with each other to find the best candidates, especially for Start-up Companies. The purpose of this research is to find the influences of Person organization fit, work life balance and social media on employer branding in Start-up Companies to increase and maintain the performance of employer branding, so that prospective workers still be interested to work and apply in start-up companies in the future. This study uses primary and secondary data from online questionnaires collected from 123 respondents. The data were analyzed using the SEM- PLS method with SmartPLS 3.3.3 tool. The results of the study show that the factors of person organization fit, work life balance and social media have significant influences on employer branding that are in accordance with the characteristics of Generation Z to be interested in working in startup companies.