How Employer Branding Shapes Person-Organization Fit in Gen Z: The Strategic Role of Social Media
JEL Classification: D22, G21, M31, O16, L26
Abstract
As the world continues to develop and change, generations and intergenerational expectations are also changing. One of them is Generation Z, which shows unique characteristics in choosing a job, prioritizing the alignment of values and company culture. This study aims to examine the effect of employer branding on person- organization fit (P-O fit) in Generation Z job seekers, with social media as a mediating variable. The method used in this study is a quantitative approach with data collection through a questionnaire distributed online to 136 respondents who met the research criteria. The results of the analysis using SmartPLS show that employer branding has a positive and significant effect on P-O fit, and social media plays an important role in increasing this influence. These findings emphasize that companies need to build a strong and transparent image through social media to attract and retain Generation Z talent. This study provides insight for companies in formulating effective recruitment strategies in a competitive labor market.
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