THE EFFECT OF EMPLOYER BRANDING AND EMPLOYEE VALUE PROPOSITION THROUGH ONLINE RECRUITMENT ON INTENTION TO APPLY FOR STATE-OWNED ENTERPRISES

• Main Author: Marsha Saraswati, Apsari
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/79680
• Institution: Institut Teknologi Bandung

The number of SOEs continues to decrease from year to year since the Ministry of SOE carried out downsizing and consolidation with the aim of maximizing company performance. Not only downsizing, many SOEs also carried out significant policy changes in an effort to restore the image of SOE and build the quality of human resources through employer branding and Employee Proposition Value (EVP). This research aims to determine the influence of Employer Branding and EVP on intention to apply for SOEs through Online Recruitment. Data collection was carried out using a questionnaire on 180 Generation Z who were selected through purporsive sampling. The data analysis technique was carried out using Partial least squares structural equation modeling (PLS-SEM). The research results show that there is an influence of Employer Branding on Online Recruitment at SOEs. There is an influence of EVP on Online Recruitment at SOEs. There is no influence between Employer Branding on Intention to Apply for a Job at SOEs. There is an influence of the EVP on Intention to Apply for a Job at a SOEs. Online recruitment can intervene in the influence of Employer Branding on intention to apply. Online Recruitment can intervene in the influence of the Employee Value Proposition on intentions to apply for jobs at State-Owned Enterprises