The Influence of Employer Branding on College Students' Willingness to Apply: Exploring Social Media as a Moderator

Ni Gusti Made Rai; Sri Yayu Ninglasari; Troy Theofilus Wijaya

Article Details

The Influence of Employer Branding on College Students' Willingness to Apply: Exploring Social Media as a Moderator

Authors:

Ni Gusti Made Rai | Sri Yayu Ninglasari | Troy Theofilus Wijaya

Publisher:

KnE Social Sciences

Journal:

KnE Social Sciences Vol.9 Issue 32, pp.96-111

Document Type:

Article

Publication Date:

11/2024

Document Language:

English

Document ID (Org No.):

2001514045

pISSN:

2518-668X

Keywords:

Abstract:

 This study aims to investigate the influence of employer branding on the willingness to apply for a job at a startup company, using social media as a moderating variable. The respondents of this research are 409 third-year students from the top 10 universities in Indonesia. This study employs a quantitative method with a purposive sampling approach. It utilizes surveys and data analysis through PLS-SEM. The findings of this study indicate that five indicators of employer branding, namely interest value, social value, economic value, development value, and application value, have a significant impact on job application intention. Furthermore, the study also reveals that social media does not directly influence these aspects of employer branding, except application value. This research is expected to provide insights and a foundation regarding the impact of employer branding and the use of social media on job application intention for relevant companies.

Article Details

The Influence of Employer Branding on College Students' Willingness to Apply: Exploring Social Media as a Moderator

Authors:

Ni Gusti Made Rai | Sri Yayu Ninglasari | Troy Theofilus Wijaya

Publisher:

KnE Social Sciences

Journal:

KnE Social Sciences Vol.9 Issue 32, pp.96-111

Document Type:

Article

Publication Date:

11/2024

Document Language:

English

Document ID (Org No.):

2001514045

pISSN:

2518-668X

employer branding

social media

willingness to apply

start-up

Issues

Article Details

The Influence of Employer Branding on College Students' Willingness to Apply: Exploring Social Media as a Moderator

Authors: Ni Gusti Made Rai | Sri Yayu Ninglasari | Troy Theofilus Wijaya

Publisher: KnE Social Sciences

Journal: KnE Social Sciences Vol.9 Issue 32, pp.96-111

Document Type: Article

Publication Date: 11/2024

Document Language: English

Document ID (Org No.): 2001514045

pISSN: 2518-668X

employer branding

social media

willingness to apply

start-up

Issues

Authors:

Ni Gusti Made Rai | Sri Yayu Ninglasari | Troy Theofilus Wijaya

Publisher:

KnE Social Sciences

Journal:

KnE Social Sciences Vol.9 Issue 32, pp.96-111

Document Type:

Article

Publication Date:

11/2024

Document Language:

English

Document ID (Org No.):

2001514045

pISSN:

2518-668X