The Influence of Employer Branding on Interest Generation Z to Pursue a Career in the Hospitality Industry

Abstract

This study aims to analyze the influence of employer branding on Generation Z's interest in choosing a career in the hospitality industry in Tasikmalaya City. With Generation Z becoming increasingly dominant as part of the new workforce, the hospitality industry faces strategic challenges in attracting superior talent who have different characteristics, preferences, and work expectations compared to previous generations. This study applies a quantitative approach by distributing questionnaires to 150 respondents consisting of final-year students and recent graduates in Indonesia. The employer branding variable is operationalized into five dimensions: economic value, development value, social value, work environment, and organizational reputation. Data analysis was conducted using multiple linear regression to test the simultaneous and partial effects between variables. The results show that employer branding simultaneously has a significant effect on Generation Z's interest in a career in the hospitality sector. Partially, the development value dimension—which includes learning opportunities and career paths—and the work environment dimension—which includes positive organizational culture and flexibility—are the dominant factors driving Generation Z's interest. Meanwhile, the economic value dimension remains a consideration, but does not occupy a primary position as a pull factor