IMPACT OF EMPLOYEE-CREATED SOCIAL MEDIA MARKETING ON INTENTION TO APPLY TO STARTUP COMPANIES: THE CASE OF MILLENNIALS AND GEN- Z

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.