The Effect of E-Recruitment on Generation Z's Intention to Apply: The Mediating Role of Employer Branding

Abstract

Advances in information technology have driven the adoption of e-recruitment in the hiring process, particularly among Generation Z, who increasingly rely on digital platforms to search for information and apply for jobs. This study aims to analyze the effect of e-recruitment on the intention to apply, with employer branding as a mediating variable. This study employs a quantitative approach with a causal design. Data were collected from 140 Generation Z respondents selected using purposive sampling. Data analysis was conducted using the PLS-SEM method with the assistance of SmartPLS software. Simultaneously, e-recruitment (X) and employer branding (Z) have a positive and significant effect on the intention to apply (Y). Furthermore, e-recruitment was found to have a positive and significant effect on the intention to apply, both directly and indirectly through employer branding, which also exerts a positive and significant influence. These findings support the Theory of Planned Behavior, which explains that e-recruitment can foster positive perceptions of a company through employer branding, thereby increasing Generation Z’s intention to apply for jobs. In practical terms, the results of this study underscore the importance of managing e-recruitment in a way that is easily accessible, informative, transparent, and capable of presenting a positive company image to strengthen employer branding and increase Generation Z’s intention to apply.