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"Saat ini, ketika mengevaluasi perusahaan mana, pencari kerja akan mempertimbangkan reputasi perusahaan sebagai bagian dari tekad mereka untuk melamar pekerjaan dan mengejar karir mereka di perusahaan yang menjadi penting bagi perusahaan untuk mempertahankannya melalui branding perusahaan serta branding produk mereka. Selain branding, penting juga bagi perusahaan untuk memanfaatkan media sosial karena semakin banyak digunakan untuk kampanye branding perusahaan dan proses rekrutmen terutama di era digital ini dengan perubahan preferensi kerja dari talenta muda yaitu generasi z karena sebagian besar lulusan baru lebih memilih untuk memulai karir awal mereka di perusahaan milik negara di industri perbankan. Oleh karena itu, penelitian ini akan mengevaluasi signifikansi citra perusahaan melalui nilai-nilai yang berkaitan dengan keinginan kandidat, sosial, ekonomi, pengembangan diri, pendaftaran kerja, citra produk, dan media sosial terhadap niat melamar pekerjaan di bank BUMN yang dimediasi oleh reputasi perusahaan dan dimoderatori oleh media sosial. Berdasarkan hasil dari 122 mahasiswa S1 yang diolah dengan Partial Least Squares Structural Equation Modeling menunjukkan bahwa nilai minat memiliki pengaruh paling tinggi terhadap reputasi perusahaan dan niat untuk melamar

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Nowadays, when evaluating which companies, job seekers  will consider the reputation of the company as part of their determination to land a job application and pursuing their career in the company which became important for company to maintain it through employer branding as well as their product branding. Other than branding, it is also important for company to make use of social media as it has  increasingly used for employer branding campaigns and the recruiting process especially in this digital era with changing in working preference from the young talent which is generation z as most fresh graduates are now prefer to start their early career in a state-owned company in banking industry. Hence, this research will evaluate the significance of employer branding through value of interest, social value, economic value, value development, application value, product branding, and social media towards intention to apply for a job at a state-owned bank mediated by corporate reputation and moderated by social media. According to the results from 122 undergraduate students that are processed with Partial Least Squares Structural Equation Modelling indicated that the value of interest is the highest influence towards the corporate reputation and the intention to apply."

"Penelitian ini bertujuan untuk mengetahui pengaruh dari aktivitas employer branding perusahaan yang terdiri dari tiga dimensi (publicity, word of mouth endorsement, dan advertising) dan perceived job attributes of employer image yang terdiri dari tiga dimensi (working atmosphere, career opportunities, work-life comfort, task attractiveness, dan payment attractiveness) terhadap niat untuk melamar kerja pada Unilever Indonesia. Data penelitian ini diambil dari 222 sampel mahasiswa aktif S1 FEUI tingkat akhir dengan menggunakan kuesioner. Hasil dari penelitian menunjukan bahwa publicity berpengaruh signifikan terhadap tiga dimensi perceived job attributes yaitu career opportunities, task attractiveness, dan payment attractiveness, word of mouth endorsement tidak berpengaruh terhadap satupun dimensi perceived job attributes, advertising berpengaruh terhadap seluruh dimensi perceived job attributes. Sementara itu diantara kelima aspek perceived job attributes, yang menunjukan pengaruh signifikan terhadap niat untuk melamar kerja hanya task attrativeness dan payment attractiveness, sedangkan working atmosphere, career opportunities, dan work-life comfort tidak memberikan pengaruh signifikan.

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The aim of the research is to study the impact of employer branding activities which has three dimensions (publicity, word of mouth endorsement, and advertising) and perceived job attributes consist of five dimensions (working atmosphere, career opportunities, work-life comfort, task attractiveness, and payment attractiveness) to intention to apply on Unilever Indonesia. The data were collected from 222 sample of FEUI students who were on their final year of study. The result showed that publicity significantly affect three out of five dimensions of perceived job attributes, those were career opportunities, task attractivenes, and payment attractiveness. Word of mouth endorsement did not affect any of the dimensions, and advertising significantly affected all of the perceived job attribute dimensions. Among all of the perceived job attributes dimensions, only task attractiveness and payment attractiveness significantly affected intention to apply, while the other three, working atmosphere, career opportunities, and work-life comfort did not have any significant effect."

"Generasi Z merupakan generasi yang akan mulai masuk dan mendominasi pasar kerja. Dengan adanya fenomena ini, perusahaan harus mampu mengetahui faktor yang dibutuhkan oleh generasi Z dalam dunia kerja supaya mampu menarik generasi Z untuk bekerja di perusahaannya. Hal ini dapat dilakukan dengan menggunakan strategi employer branding. Selain itu, perusahaan juga harus mengadopsi karakteristik generasi Z dalam konteks proses rekrutmen, salah satunya adalah dengan mengadopsi e-recruitment. Penelitian ini bertujuan untuk menguji peran employer branding dan e-recruitment terhadap intention to apply generasi Z di DKI Jakarta. Dengan menggunakan pendekatan kuantitatif, penelitian ini menyebarkan kuesioner kepada 307 responden generasi Z yang merupakan mahasiswa aktif angkatan 2020 sampai dengan 2023. Analisis data dilakukan dengan menggunakan analisis regresi linear berganda. Hasil dari penelitian ini membuktikan bahwa employer branding dan e-recruitment berpengaruh terhadap intention to apply. Berdasarkan hal tersebut, perusahaan mampu menggunakan strategi employer branding dan e-recruitment untuk meningkatkan minat melamar pekerjaan generasi Z.

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Generation Z is the generation that is beginning to enter and dominate the job market. With this phenomenon, companies must be able to understand the factors needed by Generation Z in the workplace to attract them to work for the company. This can be achieved by employing employer branding strategies. Additionally, companies should also adopt the characteristics of Generation Z in the context of the recruitment process, one of which is adopting e-recruitment. This research aims to examine the roles of employer branding and e-recruitment in the intention to apply among Generation Z in Jakarta, Indonesia. Using a quantitative approach, the study distributed questionnaires to 307 Generation Z respondents who are active students from the years 2020 to 2023. Data analysis was conducted using multiple linear regression analysis. The results of this study prove that employer branding and e-recruitment influence the intention to apply. Based on these findings, companies can use employer branding and e-recruitment strategies to enhance Generation Z's interest in applying for jobs."

"Rendahnya kualitas aparatur sipil negara (ASN) dalam menyelenggarakan pemerintahan masih menjadi tantangan yang dihadapi saat ini. Untuk itu, Reformasi birokrasi dilakukan sebagai upaya pemerintah mewujudkan dynamic and world class government dengan salah satu reformasi dilakukan melalui perbaikan sistem rekrutmen dalam mendapatkan sumber daya manusia aparatur (SDMA) berkualitas. Employer branding ASN dilakukan sebagai salah satu strategi untuk menarik generasi muda dapat bergabung menjadi ASN di tengah lapangan pekerjaan yang semakin beragam. Penelitian ini dilakukan untuk menganalisis pengaruh employer branding terhadap intensi Generasi Z di UI, UGM, dan Unpad sebagai generasi muda berkualitas untuk melamar sebagai ASN. Pada penelitian ini, variabel employer branding diukur dengan beberapa dimensi menurut Dabirian, Kietzmann, & Diba (2017) yang telah disesuaikan. Variabel intention to apply, diukur dengan menggabungkan indikator menurut Birgelen, Wetzels, & Dolen (2008) dan Gomes & Neves (2011). Penelitian ini menggunakan metode campuran yaitu dengan menyebarkan kuesioner kepada 106 responden sesuai kriteria penelitian, dan melakukan wawancara mendalam. Hasil penelitian menunjukkan bahwa employer branding memiliki pengaruh terhadap intention to apply dengan dimensi interest value, economic value, dan work-life balance menjadi dimensi yang berpengaruh signifikan terhadap intensi Gen Z untuk melamar sebagai ASN.

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The low quality of civil servant apparatus (ASN) in organizing governance remains a challenge faced today. Therefore, bureaucratic reform is undertaken as a government effort to realize a dynamic and world-class government, with one of the reforms being implemented through the improvement of the recruitment system in obtaining qualified human resources for the apparatus (SDMA). Employer branding for ASN is carried out as one strategy to attract the younger generation to join as civil servants amidst an increasingly diverse job market. This research is conducted to analyze the influence of employer branding on the intention of Generation Z at UI, UGM, and Unpad as quality young generations to apply as civil servants. In this study, the employer branding variable is measured with several dimensions according to Dabirian, Kietzmann, & Diba (2017) that have been adjusted. The intention to apply variable is measured by combining indicators according to Birgelen, Wetzels, & Dolen (2008) and Gomes & Neves (2011). This research uses a mixed-method approach by distributing questionnaires to 106 respondents based on the research criteria and conducting in-depth interviews. The results show that employer branding has an influence on the intention to apply, with the dimensions of interest value, economic value, and work-life balance being significant factors influencing the intention of Gen Z to apply as civil servants."

"Perusahaan memiliki tantangan “war for talent”, yaitu persaingan dengan perusahaan lain dalam mendapatkan SDM yang unggul. Untuk menarik calon karyawan, perusahaan harus memiliki daya tarik yang dapat meningkatkan minat pencari kerja dalam melamar pekerjaan. Selain itu, reputasi perusahaan juga dipertimbangkan oleh pencari kerja ketika ingin melamar pekerjaan. Penelitian ini bertujuan untuk menganalisis pengaruh employer attractiveness terhadap intention to apply for a job dengan corporate reputation sebagai variabel mediasi. Penelitian ini merupakan penelitian kuantitatif dengan metode survei menggunakan kuesioner yang disebarkan secara online melalui google form. Jumlah sampel yang terkumpul pada penelitian ini adalah 264 sampel, yaitu mahasiswa/i S1 tingkat akhir perguruan tinggi di Indonesia yang sedang mencari tempat magang atau tempat pekerjaan. Analisis penelitian menggunakan analisis statistik deskriptif, analisis regresi linear sederhana, analisis regresi linear berganda, dan analisis sobel test. Hasil penelitian ini menunjukkan bahwa employer attractiveness berpengaruh secara signifikan terhadap intention to apply for a job dan corporate reputation. Selain itu, hasil juga menunjukkan bahwa corporate reputation berpengaruh secara signifikan terhadap intention to apply for a job. Kemudian, hasil sobel test menunjukan bahwa corporate reputation memediasi pengaruh antara employer attractiveness terhadap intention to apply for a job.

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Corporates face the challenge of "war for talent", which is a competition with other corporates in obtaining superior human resources. To attract the job applicants, the corporate must have an appeal that can increase the interest of job seekers in applying for jobs. In addition, the corporate reputation also comes to consideration when they want to apply for a job. This study aims to analyze the effect of employer attractiveness on the intention to apply for a job with corporate reputation as a mediating variable. This study used quantitative approach with a survey method using a questionnaire distributed online via google form. The number of samples collected in this study were 264 samples, who are undergraduate students at the final year of college in Indonesia looking for internship programs or job vacancies. The analysis methods used in this study were descriptive statistical analysis, simple linear regression analysis, multiple linear regression analysis, and sobel test analysis. The results of this study indicate that employer attractiveness has a significant effect on intention to apply for a job and corporate reputation. Other than those, corporate reputation also has a significant effect on intention to apply for a job. Furthermore, the result of the sobel test shows that corporate reputation mediates the effect of employer attractiveness on the intention to apply for a job."

"In today’s era, gender equality participation in the workforce is one of the most crucial factors organizations are taking focus on. However, there are still numerous findings indicating that the labor force participation rate, especially based on gender. Female is still having a lower contribution rate compared with males, leaving also a huge work to deal with. Using a simple ordinary least square and logistic regression, this study attempts to analyze the employer branding value which is considered the indicator of an organization’s attractiveness in a female perspective who’s living in the Jabodetabek area.

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Di era sekarang ini, partisipasi kesetaraan gender dalam angkatan kerja merupakan salah satu faktor terpenting yang menjadi fokus organisasi. Namun, masih banyak temuan yang menunjukkan bahwa tingkat partisipasi angkatan kerja terutama berdasarkan jenis kelamin. Perempuan masih memiliki tingkat iuran yang lebih rendah dibandingkan dengan laki-laki, meninggalkan juga pekerjaan besar yang harus dihadapi. Dengan menggunakan simple ordinary least square dan regresi logistik, penelitian ini mencoba menganalisis nilai employer branding yang dianggap sebagai indikator daya tarik organisasi dalam perspektif perempuan yang tinggal di wilayah Jabodetabek. "

"Tujuan penelitian ini adalah untuk menganalisis pengaruh dari employer branding The Ritz Carlton Jakarta, Pacific Place terhadap keinginan calon karyawan untuk melamar pekerjaan. Teori employer branding yang digunakan untuk penelitian ini yaitu teori employer branding dari Ambler dan Barrow (1996). Penelitian ini menggunakan pendekatan kuantitatif dengan metode survey menggunakan kuesioner. Penelitian ini menggunakan total sampling dengan jumlah sampel sebanyak 34 responden. Teknik analisis data yang digunakan dalam penelitian ini adalah regresi linier sederhana. Data yang telah didapat kemudian diolah lebih lanjut menggunakan SPSS versi 17. Hasil penelitian menunjukkan bahwa terdapat pengaruh antara employer branding yang dilakukan oleh The Ritz Carlton Jakarta, Pacific Place terhadap keinginan calon karyawan untuk melamar pekerjaan dan memiliki pengaruh dengan tingkat sedang, yaitu sebesar 56,7%.

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The purpose of this research is to analyze the effect of The Ritz Carlton Jakarta, Pacific Place‟s employer branding (from Ambler and Barrow, 1996) on intention to apply for a job. Employer branding theory used for this study is the theory of employer branding from Ambler and Barrow (1996). This research uses a quantitative research through questionnaire method. This research uses total sampling with a sample size of 34 respondents. The data analysis technique used in this study is a simple linear regression. Once the data have been obtained, then processed further using SPSS version 17. Results showed that there iseffectofemployer branding done by The Ritz Carlton Jakarta, Pacific Place on prospective employees intention to apply for a job and have a moderate effect on 56,7%."

"Corporate social responsibility dalam dunia bisnis merupakan kewajiban yang harus dilakukan oleh perusahaan sebagai bentuk kontribusi kembali terhadap lingkungan dan masyarakat sekitar. Namun, pada masa sekarang ini istilah CSR tidak hanya untuk menggambarkan tanggung jawab perusahaan kepada lingkungan dan masyarakat, tetapi lingkup CSR saat ini juga meluas kepada bentuk tanggung jawab perusahaan terhadap pegawai. Penelitian ini bertujuan untuk menganalisis pengaruh corporate social responsibility terhadap corporate reputation pada pegawai PT Aneka Tambang Tbk melalui employer branding sebagai variabel mediasi. Kuesioner disebarkan kepada 212 pegawai PT Aneka Tambang Tbk yang mengetahui pelaksanaan program CSR di perusahaan. Analisis data dilakukan dengan metode PLS-SEM (Partial Least Square Structural Equation Modelling) menggunakan perangkat lunak SmartPLS 3. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang positif dan signifikan dari corporate social responsibility terhadap corporate reputation melalui employer branding. Penelitian ini memberikan rekomendasi untuk memanfaatkan CSR dalam membangun employer branding dan meningkatkan reputasi perusahaan.

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In the business world, corporate social responsibility is an obligation that must be carried out by companies as a form of contribution to the environment and local communities. However, nowadays the term of CSR not only describes the company's responsibility towards the environment and society, but the scope of CSR now also extends to the company's responsibility towards employees. This research aims to analyze the influence of corporate social responsibility on company reputation for employees of PT Aneka Tambang Tbk through employer branding as a mediating variable. Questionnaires were distributed to 212 employees of PT Aneka Tambang Tbk who were aware of the implementation of the CSR program at the company. Data analysis was carried out using the PLS-SEM (Partial Least Square Structural Equation Modeling) method using SmartPLS 3 software. The research results show that there is a positive and significant influence of corporate social responsibility on company reputation through employer branding. This research provides recommendations for utilizing CSR in building employer branding and improving company reputation."

"Employer branding menjadi pendekatan, kebijakan, sekaligus mekanisme yang diterapkan perusahaan untuk membangun citra yang cemerlang dan reputasi yang positif. Penelitian ini berusaha memahami konstruksi sosial yang dilakukan perusahaan sebagai tempat kerja (employer) dalam kebijakan dan mekanisme employer branding serta bagaimana konstruksi sosial terjadi melalui interaksi antara perusahaan, pekerja, dan pihak eksternal. Konstruksi pada mekanisme employer branding memengaruhi pemaknaan pekerja dan pihak eksternal terhadap employer brand perusahaan. Peneliti menggunakan pendekatan konstruktivis untuk memahami proses-proses konstruksi sosial dalam mekanisme employer branding tersebut serta konsep Ambler & Barrow (1996), Backhaus & Tikoo (2004), K�nig (2008), dan Lievens & Slaughter (2016) untuk memahami definisi, fungsi, dan nilai dalam employer branding. Kajian penelitian ini menemukan bahwa terdapat proses-proses internalisasi dalam konstruksi employer branding di Perusahaan N. Proses internalisasi terjadi saat pekerja dan kandidat pekerja menginterpretasi citra dan nilai yang ditampilkan oleh perusahaan berdasarkan persepsi subjektif. Peneliti menemukan jika internalisasi ini berkaitan dengan pemaknaan pekerja dan makna kerja dari para pekerja terkait posisi mereka di perusahaan. Di level internalisasi inilah terjadi konstruksi sosial yang sifatnya dari bawah menuju ke atas dalam konteks perusahaan dan pekerja di lingkungan kerja. Menggunakan pendekatan kualitatif dengan studi kasus pada Perusahaan N, penelitian ini menawarkan pembahasan dan pemahaman yang lebih mendalam tentang bagaimana proses konstruksi sosial terjadi dalam konteks employer branding, khususnya pada tahap internalisasi.

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Employer branding is an approach, policy, as well as a mechanism applied by companies to build a bright image and positive reputation. This research seeks to understand the social construction carried out by companies as workplaces (employers) in the policies and mechanisms of employer branding and how social construction occurs through interactions between companies, workers, and external parties. The construction of the employer branding mechanism affects the meaning of workers and external parties towards the company's employer brand. Researchers use a constructivist approach to understand the processes of social construction in the mechanism of employer branding and the concepts of Ambler & Barrow (1996), Backhaus & Tikoo (2004), K�nig (2008), and Lievens & Slaughter (2016) to understand definitions, functions, and value in employer branding. This research study found that there are internalization processes in the construction of employer branding at Company N. The internalization process occurs when workers and job candidates interpret the image and values displayed by the company based on subjective perceptions. Researchers found that this internalization is related to the meaning of workers and the meaning of work from workers regarding their position in the company. At this level of internalization, social construction occurs from the bottom up in the context of companies and workers in the work environment. Using a qualitative approach with case studies at Company N, this study offers a deeper discussion and understanding of how the social construction process occurs in the context of employer branding, especially at the internalization stage."

"Studi ini bertujuan untuk menyelidiki hubungan antara komitmen afektif organisasi, identifikasi organisasi dan employer branding, serta apakah employoyee engagement berfungsi sebagai faktor mediasi di antara keduanya. Keandalan dan validitas model telah diatasi melalui Confirmatory Factor Analysis. Structural Equation Modeling (SEM) telah digunakan untuk menentukan kontribusi employer branding melalui komitmen organisasional. Temuan menunjukkan bahwa aspek employer branding serta identifikasi organisasi merupakan prediktor penting dari komitmen afektif organisasi. Hasil penelitian juga menjelaskan peran employee engagement dalam perannya sebagai mediator. Studi ini menganalisis dampak dari employer branding dalam startup teknologi dari sudut pandang karyawan yang ada di negara berkembang seperti Indonesia.

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This study aims to investigate the relationship between organizational commitment and various aspects of employer branding, as well as whether organizational identification functions as a mediating factor between the two. The reliability and validity of the model have been addressed through Confirmatory Factor Analysis. Structural Equation Modeling (SEM) has been used to determine the contribution of employer branding through organizational commitment. Findings indicate that developmental values, an aspect of employer branding, as well as organizational identification, are important predictors of affective organizational commitment. The research results also highlight the role of employee engagement as a mediator. This study analyzes the impact of employer branding in the technology startup businesses from the perspective of employees in developing countries like Indonesia."