Article Sidebar

Submitted
Mar 11, 2025
Accepted
Apr 14, 2025
Published
Apr 22, 2025
Download
PDF
Statistic
Read Counter : 0 Download : 0

Main Article Content

Abstract

The retail industry will face systemic challenges, one of which is a labor shortage. Generation Z, with work expectations different from previous generations, presents a new challenge for companies in attracting, developing, and retaining talent. PT Mitra Adiperkasa Tbk (MAP), as a leading retail company in Indonesia, has partnered with the Kampus Merdeka program through the Magang dan Studi Independen Bersertifikat (MSIB) program since 2021 with a program called MAP GROW. This study aims to measure the influence of employer branding and e-recruitment on the intention to apply for the MAP GROW Batch 6 program. The research method used is descriptive and verificative quantitative, with data collected through questionnaires distributed to 112 applicants of the MAP GROW Batch 6 program. The sampling technique used is purposive sampling, and data analysis was conducted using correlation coefficient analysis, multiple linear regression, and coefficient of determination, as well as hypothesis testing through the F-test and t-test. The research results indicate that employer branding and e-recruitment have been effectively implemented in the MAP GROW Batch 6 program, as reflected in the high number of applicants representing the intention to apply. Additionally, both variables have a positive and significant effect on the intention to apply, both simultaneously and partially, with e-recruitment having a greater influence. These findings suggest that optimal employer branding and e-recruitment strategies can enhance the intention to apply to a company.

Keywords

employer branding e-recruitment intention to apply a job

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors who publish in Jurnal Manajemen dan Bisnis Kreatif agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Attribution-ShareAlike 4.0 International (CC BY-SA 4.0) License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
How to Cite
Safanya Khairunnisa, K., Rofaida, R., & Perdana, Y. (2025). Pengaruh Employer Branding dan E-Recruitment terhadap Intention to Apply (Studi pada Program MAP GROW Batch 6). Jurnal Manajemen Dan Bisnis Kreatif, 10(2), 135-153. https://doi.org/10.36805/manajemen.v10i2.9984

References

  1. Acikgoz, Y. (2019). Employee recruitment and job search: Towards a multi-level integration. Human Resource Management Review, 29(1), 1–13. https://doi.org/10.1016/j.hrmr.2018.02.009
  2. Ambler, T., & Barrow, S. (1996). The employer brand. Journal of Brand Management, 4(3), 185–206. doi:10.1057/bm.1996.42
  3. Ananda, P. J. & Santosa, A. (2024). Pengaruh E-Recruitment, Media Sosial, dan Employer Branding Terhadap Minat Generasi Z untuk Melamar Pekerjaan. Journal of Business and Halal Industry, 2(3), 1-16
  4. Barbier, C., & Larguier, S. (2022). Non LinkedIn based e-recruitment Investigating the Degree to which French Students Would Adopt non-LinkedIn based E-recruitment Websites. https://www.theseus.fi/bitstream/handle/10024/852374/Barbier_Larguier.pdf?sequence=2&isAllowed=y
  5. Barber, A. (1998). Recruiting Employees: Individual and Organizational Perspectives. Thousand Oaks, CA: SAGE Publications, Inc.
  6. Baum, T. (2019). A changing world of work. What can we learn from the service sector about employing Millennials (and Gen Z)? Organizational Dynamics, 49(3). https://doi.org/10.1016/j.orgdyn.2019.04.001
  7. Bejtkovsky, J. Rozsa, Z. & Mulyaningsih, D. H. (2018). A Phenomenon of Digitalization and E-Recruitment in Business Environment. Polish Journal of Management Studies, 18(1). https://doi.org/10.17512/pjms.2018.18.1.05
  8. Berthon, P., Ewing, M., & Hah, L. L. (2005). Captivating company: dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), 151–172. https://doi.org/10.1080/02650487.2005.11072912
  9. Carlini, J., Grace, D., France, C., & Lo Iacono, J. (2019). The corporate social responsibility (CSR) employer brand process: integrative review and comprehensive model. Journal of Marketing Management, 1–24. https://doi.org/10.1080/0267257X.2019.1569549
  10. Ciptagustia, A., & Kusnendi. (2022). The dimension of Employer Branding and Employee Value Proposition at Academic Community Perspetive. The International Journal Business Review (The Jobs Review). 5 (2). https://doi.org/10.17509/tjr.v5i2.51860
  11. Coelho, M. P., Cesário, F., Sabino, A., & Moreira, A. (2022). Pro-Environmental messages in job advertisements and the Intentions to Apply—The mediating role of organizational attractiveness. Sustainability, 14(5), 3014. https://doi.org/10.3390/su14053014
  12. Creswell, J. W. & Creswell, J. D. (2018). Research Design (Fifth Edition). Los Angeles: SAGE
  13. Dabirian, A., Berthon, P., & Kietzmann, J. (2019). Enticing the IT crowd: employer branding in the information economy. Journal of Business and Industrial Marketing, 34(7), 1403–1409. https://doi.org/10.1108/jbim-11-2018-0333
  14. Deloitte & Network of Executive Women. (2019). Generation Z. https://www2.deloitte.com/content/dam/Deloitte/us/Documents/consumer-business/welcome-to-gen-z.pdf
  15. Deloitte. (2024). 2024 Gen Z and Millennial Survey: Living and working with purpose in a transforming world. Deloitte; Deloitte. https://www.deloitte.com/content/dam/assets-shared/docs/campaigns/2024/deloitte-2024-genz-millennial-survey.pdf?dlva=1
  16. Dessler, Garry. (2017). Human Resource Management (Fifteenth Edition). New York: Pearson
  17. Ding, Y. (2023). Exploring the Attractiveness of Companies Branding D&I to Potential Employees in Online Recruitment. Psychology Research. 13 (11), 542-576 https://doi.org/10.17265/2159-5542/2023.11.005
  18. Eger, L., Mičík, M., Gangur, M., & Řehoř, P. (2019). Employer Branding: Exploring attractiveness dimensions in a multicultural context. Technological and Economic Development of Economy. https://doi.org/10.3846/tede.2019.9387
  19. Ekwoaba, J., Ikeije, U., & Ufoma, N. (2015). THE IMPACT OF RECRUITMENT AND SELECTION CRITERIA ON ORGANIZATIONAL PERFORMANCE. Global Journal of Human Resource Management, 3(2), 22–33. https://api-ir.unilag.edu.ng/server/api/core/bitstreams/1f8f315c-406f-407f-b7a4-c69723e0e118/content
  20. Elbendary, I., Elsetouhi, A.M., Marie, M. and Aljafari, A.M. (2024), "A mixed-methods approach for the relationship between organizational attributes, reputation, employer brand and intention to apply for a job vacancy", Personnel Review, Vol. 53 No. 5, pp. 1244-1268. https://doi.org/10.1108/PR-03-2021-0188
  21. El-Menawy, S. M. A., & Saleh, P. S. (2023). How does the mediating role of the use of social media platforms foster the relationship between employer attractiveness and generation Z intentions to apply for a job? Future Business Journal, 9(1). https://doi.org/10.1186/s43093-023-00233-0
  22. Erlinda, F. & Safitri, R. (2020). The Relationship Between Employer Branding, Corporate Reputation, and Recruitment Web on Intention to Apply. Jurnal Ekonomi Syariah Teori dan Terapan, 7(8)
  23. Ghimire, B., Upadhyay, J., Joshi, S. P., & Subedi, S. (2024). Analyzing the Cognitive Approach of Nepali Youth Job Seekers towards Online Recruitment. ResearchGate. https://www.researchgate.net/publication/379341667_Analyzing_the_Cognitive_Approach_of_Nepali_Youth_Job_Seekers_towards_Online_Recruitment
  24. Goldstein, H. W., Pulakos, E. D., Passmore, J., & Semedo, C. (2017). The Wiley Blackwell Handbook of the Psychology of Recruitment, Selection and Employee Retention. United Kingdom: John Wiley & Sons Ltd
  25. Gupta, S., & Saini, G. K. (2018). Information Source Credibility and Job Seekers’ Intention to Apply: The Mediating Role of Brands. Global Business Review, 097215091877891. doi:10.1177/0972150918778910
  26. Hada, B. S. & Gairola, S. (2015). Opportunities & Challenges of E-Recruitment. Journal of Management Engineering and Information Technology, 2(2)
  27. Highhouse, S., Lievens, F., & Sinar, E. F. (2003). Measuring Attraction to Organizations. Educational and Psychological Measurement, 63(6), 986-1001. https://doi.org/10.1177/0013164403258403
  28. Hosain, Sajjad and Ullah, Kazi and Khudri, Md. Mohsan. (2016). The Impact of E-Recruitment on Candidates’ Attitudes: A Study on Graduate Job Seekers of Bangladesh. Journal of Human and Social Science Research; Vol. 08 (01), 2016, 009-017, ISSN 2331-4974, Available at SSRN: https://ssrn.com/abstract=2786911
  29. Junça Silva, A. and Dias, H. (2023), "The relationship between employer branding, corporate reputation and intention to apply to a job offer", International Journal of Organizational Analysis, Vol. 31 No. 8, pp. 1-16. https://doi.org/10.1108/IJOA-01-2022-3129
  30. Khan, R. N. (2017). Relationship between Reputation Perception and Job Pursuit Intention in Private Sector. International Journal of Economics & Management Sciences, 06(03). https://doi.org/10.4172/2162-6359.1000422
  31. Kucherov, D., & Tsybova, V. (2021). The contribution of e-recruitment practices to e-recruitment outcomes in Russian companies. Measuring Business Excellence, 26(3), 366–377. https://doi.org/10.1108/mbe-02-2021-0017
  32. Landers, R. N. & Schmidt, G. B. (2016). Social Media in Employee Selection and Recruitment. USA: Springer
  33. Lestari, D., & Manggiasih, T. (2023). The Effect of Employer Branding and E-recruitment on the Intention to Apply for a Job in Z Generation. Asian Journal of Economics, Business and Accounting. 23 (19), 1-8.
  34. Liu, Y., Keeling, K. A., & Papamichail, K. N. (2015). Should retail trade companies avoid recruiting maximisers? Management Decision, 53(3), 730–750. https://doi.org/10.1108/md-06-2014-0402
  35. Maheshwari, V., Gunesh, P., Lodorfos, G., & Konstantopoulou, A. (2017). Exploring HR practitioners’ perspective on employer branding and its role in organisational attractiveness and talent management. International Journal of Organizational Analysis, 25(5), 742–761. https://doi.org/10.1108/ijoa-03-2017-1136
  36. Malhotra, R. S. & Sharma, (2015). Effect of E-Recruitment on Recruitment. International Journal of Management and Commerce Innovations, 3(2), 1047-1050. www.researchpublish.com
  37. Malik, M. S., & Mujtaba, M. A. ul. (2018). Impact of E-Recruitment on Effectiveness of HR Department in Private Sector of Pakistan. International Journal of Human Resource Studies, 8(2), 80. https://doi.org/10.5296/ijhrs.v8i2.12869
  38. Martocchio, J. J. (2019). Human Resource Management (Fifteenth Edition). New York: Pearson
  39. Mello, J. A. (2015). Strategic Human Resource Management (Fourth Edition). USA: Cengage Learning
  40. Ngoc, T. N., Dung, M. V., Rowley, C., & Bach, M. P. (2022). Generation Z job seekers’ expectations and their job pursuit intention: Evidence from transition and emerging economy. International Journal of Engineering Business Management, 14. https://doi.org/10.1177/18479790221112548
  41. Okolie, U. C., & Irabor, I. I. (2017). E-Recruitment: Practices, Opportunities and Challenges. European Journal of Business and Management. 9 (11).
  42. Lo Piccolo, E., Petruzziello, G., Chiesa, R., Pietrantoni, L., & Mariani, M. G. (2024). Fairness in E-Recruitment: Examining Procedural Justice Perceptions and Job Seekers’ Intentions. Sustainability, 16(18), 8124. https://doi.org/10.3390/su16188124
  43. PricewaterhouseCoopers. (n.d.). Retail & consumer. PwC. https://www.pwc.com/id/en/industry-sectors/consumer-industrial-products-services/retail-consumer.html
  44. Pucik, V., Evans, P., Björkman, I., & Morris, S. (2017). The Global Challenge: International Human Resource Management. Chicago: Chicago Business Press
  45. Robbins, Stephen P., Judge, Timothy A. (2024). Organizational Behavior (Nineteenth Edition). New York: Pearson
  46. Saini, G. K., & Jawahar, I. (2019). The influence of employer rankings, employment experience, and employee characteristics on employer branding as an employer of choice. Career Development International, 24(7), 636–657. https://doi.org/10.1108/cdi-11-2018-0290
  47. Santiago, J. (2019). The relationship between brand attractiveness and the intent to apply for a job. European Journal of Management and Business Economics, 28(2), 142–157. https://doi.org/10.1108/ejmbe-12-2018-0136
  48. Sharma, R., & Prasad, A. (2018). Employer brand and its unexplored impact on intent to join. International Journal of Organizational Analysis, 26(3), 536–566. https://doi.org/10.1108/ijoa-11-2017-1280
  49. Sheehan, E. (2024, July 12). Global Retail Outlook 2024. Deloitte. https://www.deloitte.com/global/en/Industries/consumer/analysis/global-retail-outlook.html
  50. Singh, A. P., & Dangmei, J. (2016). Understanding The Generation Z: The Future Workforce. South -Asian Journal of Multidisciplinary Studies (SAJMS). 3 (3).
  51. Smythe, S., Grotlüschen, A., & Buddeberg, K. (2020). The automated literacies of e-recruitment and online services. Studies in the Education of Adults, 53(1), 4–22. https://doi.org/10.1080/02660830.2020.1855870
  52. Soeling, P. D., Ajeng Arsanti, S. D., & Indriati, F. (2022). Organizational reputation: Does It Mediate the Effect of Employer Brand Attractiveness on Intention to Apply in Indonesia? Heliyon, 8(4), e09208. https://www.sciencedirect.com/science/article/pii/S2405844022004960
  53. Sugiyono, P. D. (2019). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: ALFABETA, cv.
  54. Sugiyono, P. D. (2023). Statistika untuk Penelitian. Bandung: ALFABETA, cv.
  55. Susilo, S. R., & Widhianto, C. W. (2023). EFFECT OF EMPLOYER BRANDING AND PRESTIGE ON INTENTION TO APPLY IN THE TOP 5 E-COMMERCE IN INDONESIA. Jurnal Ilmiah Bisnis Dan Ekonomi Asia. https://doi.org/10.32812/jibeka.v16i2.758
  56. Tanwar, K., & Kumar, A. (2019). Employer brand, person-organisation fit and employer of choice. Personnel Review, 48(3), 799–823. https://doi.org/10.1108/pr-10-2017-0299
  57. Teoh, W. M. (2013). Factors Influencing Perceptions of University Students Towards Internet Recruitment. Asian Academy of Management Journal 18(1):123-142
  58. Thite, M. (2019). E-HRM: Digital Approaches, Directions & Applications. New York: Routledge
  59. Tyagi, A. (2016). IMPACT OF E-RECRUITMENT ON HUMAN RESOURCE. Google Books. https://books.google.co.id/books?id=QMpJDwAAQBAJ&pg=PA1&hl=id&source=gbs_toc_r&cad=2#v=onepage&q&f=false
  60. Wei, Y. C., Chang, C. C., Lin, L. Y., & Liang, S. C. (2016). A fit perspective approach in linking corporate image and intention-to-apply. Journal of Business Research, 69(6), 2220-2225. https://doi.org/10.1016/j.jbusres.2015.12.033.
  61. Wijaya, C. N., Mustika, M. D., Bulut, S., & Bukhori, B. (2023). The power of e-recruitment and employer branding on Indonesian millennials’ intention to apply for a job. Frontiers in Psychology, 13(1). https://doi.org/10.3389/fpsyg.2022.1062525
  62. Zurich (2024). Zurich Insurance. https://www.zurich.com/media/magazine/2022/how-will-gen-z-change-the-future-of-work