THE INFLUENCE OF EMPLOYER BRANDING DIMENSIONS ON GENERATION Z WOMEN'S INTENTION TO APPLY FOR A JOB WITH PERSON-ORGANIZATION FIT AS MEDIATING VARIABLE (A STUDY OF BANDUNG INSTITUTE OF TECHNOLOGY)

• Main Author: Nur Fadilah, Anditha
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/76228
• Institution: Institut Teknologi Bandung

The innovation capability of an organization depends closely on its intellectual and organizational knowledge assets and on its ability to employ these assets. As a result, one of the main priorities for companies to remain competitive in the industry is to attract high- potential employees. On the other hand, there is a shifting in workforce demographics as the new generation, Generation Z, is entering the job market in significant numbers. This will become a long-term issue for companies to understand the needs, preferences, and factors that influence Generation Z's intention to apply for a job since they will be in charge of the workplace in the future. Moreover, according to the survey, the top recruiting priority for companies in this era is increasing diversity by establishing gender parity at their company, especially improving the women's workforce participation rate. Therefore, this study aims to investigate the influence of employer branding dimensions on the intention to apply for a job among Generation Z women and understand the role of person- organization fit as the mediating variable. This research is conducted using a quantitative approach by distributing questionnaires to 335 Bandung Institute of Technology’s Generation Z women that will be further analyzed using PLS-SEM and descriptive analysis. The result shows that in the context of Generation Z’s Bandung Institute of Technology, four out of five employer branding dimensions which are development, economic, application, and interest value has a significant and positive influence on the intention to apply. This study also found that the person-organization fit has no mediating effect on the intention to apply. The finding of this research is intended to provide companies a new insight to improve their existing employer branding strategy and to enhance the organization’s recruiting and talent acquisition strategies which will effectively attract, engage, and retain Generation Z women in the workforce, thereby improving gender diversity and equality in the current job market.