Mediated Effects of Social Media Characteristic on Gen Z Job Application Intentions

Tandelilin, Elsye and Dewi, Ni Made Puja Cista and Rianawati, Andri (2025) Mediated Effects of Social Media Characteristic on Gen Z Job Application Intentions. JMM17: Jurnal Manajemen Indonesia, 12 (01). pp. 41-54. ISSN 2355-7435

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Abstract

The development of social media has changed corporate strategies in attracting potential employees, especially from Generation Z, who are highly dependent on digital information in making career decisions. The purpose of this study is to examine how social media features affect Generation Z's intention to apply for jobs, taking into account the direct and mediated effects of employer branding, person-organization fit, and corporate reputation. This study uses a quantitative methodology by surveying unemployed final-year students and recent Generation Z graduates in East Java. Data was collected via an online survey, and analysis occurred using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) approach. The results show that social media characteristics like social presence and informativeness have a favorable effect on employer branding and person-organization fit. Person-organization fit has little discernible direct impact on job application intentions, but employer branding does. Additionally, a company's reputation is positively impacted by employer branding, and job application intents are greatly increased by a company's reputation. While person-organization fit does not operate as a mediator in the association between social media traits and job application intentions, another major finding indicates that employer branding and corporate reputation have a substantial mediation effect. This study makes a theoretical contribution by deepening our understanding of how social media plays a strategic role in influencing Generation Z's work-related attitudes and interests. In practical terms, the study's findings highlight how crucial it is to continuously manage employer branding and corporate reputation on social media in order boost the organization's appeal among Generation Z job seekers.

Item Type:	Article
Uncontrolled Keywords:	Social Media Characteristic, Employer Branding, Person- Organization Fit, Corporate Reputation, and Intention to Apply for a Job.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	BAMBANG SEPTIAWAN
Date Deposited:	02 Jun 2026 04:00
Last Modified:	02 Jun 2026 04:00
URI:	http://repository.ubaya.ac.id/id/eprint/50766

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