EMPLOYER BRANDING: COMPANY REPUTATION AND ORGANIZATIONAL ATTRACTIVENESS TO ATTRACT TALENTED EMPLOYEES
Keywords:
employer branding, company reputation, organizational attractiveness
Abstract
Employer branding is a strategy for attracting and retaining exceptional employees with the purpose of differentiating and creating a unique employment experience. In order to find the best talent, the company needs to pay attention to its reputation and maintain organizational attractiveness from its website recruitment to attract talented employees. This study proposed that employer branding and website recruitment mediated the effect of company reputation on to intention to apply for talented employees in Indonesia’s generation Z using 100 respondents. Data was analyzed using partial least square (PLS) software. The result of this study revealed that employer branding has an insignificant effect on intention Meanwhile, company reputation and website recruitment significantly affect the intention to apply for talented employees.
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References
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Agrawal, R. K., & Swaroop, P. (2009). Effect of Employer Brand Image on Application Intentions of B-School Undergraduates. Vision: The Journal of Business Perspective, 13(3), 41–49.
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Collins, C. J., & Stevens, C. K. (2002). The relationship between early recruitment-related activities and the application decisions of new labor-market entrants: A brand equity approach to recruitment. Journal of Applied Psychology, 87(6), 1121–1133.
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Kusuma, Tiffani C., and Arik Prasetya. Penerapan Strategi Employer Branding dan Employee Value Proposition untuk Menciptakan Employee Engagement (Studi pada PT Bank Central Asia Tbk). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, vol. 50, no. 5, Sep. 2017, pp. 143-151.
Nelloh, L. (2017). Intentions to Apply as Internship Students on Digital Start-Up Companies in Jakarta. Jurnal Ekonomi Dan Bisnis, 20(2), 347-366.
Powell, G. N. (1984). Effects Of Job Attributes And Recruiting Practices On Applicant Decisions: A Comparison. Personnel Psychology, 37(4), 721–732.
Putra, Y.S. (2018). ‘Perbedaan Psychological Capital pada Karyawan Generasi Y dan Z serta Pengaruhnya terhadap Komitmen Organisasi’. Jurnal Magisma, 6(2): 1-12.
Rosethorn, H. (2009). The Employer Brand: Keeping Faith with the Deal (1st ed.). Routledge. https://doi.org/10.4324/9781315616032
Ruchika dan Prasad, Asha. (2017). Untapped Relationship between Employer Branding, Anticipatory Psychological Contract and Intent to Join. Global Business Review 20(1) 1–20.
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Singh, A. (1973). Organizational Power in Perspective. Leadership and Management in Engineering, 9(4), 165–176.
Smola, Wey K., & Sutton, C. D. (2002). Generational differences: revisiting generational work values for the new millennium. Journal of Organizational Behavior, 23(4), 363–382.
Turban, D. B., Forret, M. L., & Hendrickson, C. L. (1998). Applicant Attraction to Firms: Influences of Organization Reputation, Job and Organizational Attributes, and Recruiter Behaviors. Journal of Vocational Behavior, 52(1), 24–44.
Uggerslev, K. L., Fassina, N. E., & Kraichy, D. (2012). Recruiting Through the Stages: A Meta-Analytic Test of Predictors of Applicant Attraction at Different Stages of the Recruiting Process. Personnel Psychology, 65(3), 597–660.
Agrawal, R. K., & Swaroop, P. (2009). Effect of Employer Brand Image on Application Intentions of B-School Undergraduates. Vision: The Journal of Business Perspective, 13(3), 41–49.
Ambler, T., & Barrow, S. (1996). The Employer Brand. Journal of Brand Management, 4, 185-206.
Anugerah, Y. R., and S. Sutarmin. 2017. Pengaruh Kompetensi Kerja Dan Remunerasi Terhadap Kinerja Anggota Kepolisian Melalui Promosi Jabatan Pada Polsek Sukomanunggal Surabaya. Journal Fakultas Ekonomi, 25:281–99.
Barber, A. E. (1998). Recruiting employees: Individual and organizational perspectives. SAGE Publications, Inc., https://dx.doi.org/10.4135/9781452243351
Berthon, P., Ewing, M., & Hah, L. L. (2005). Captivating company: dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), 151–172.
Collins, C. J., & Stevens, C. K. (2002). The relationship between early recruitment-related activities and the application decisions of new labor-market entrants: A brand equity approach to recruitment. Journal of Applied Psychology, 87(6), 1121–1133.
Devina. M., Astrini, M. R., Syaebani, M. I. (2016). Employer Branding Strategies Effects on Job Pursuit Intention of Business School Under-graduates: Case Study of Oil Companies in Indonesia. Journal of Entrepreneurship, Business and Economics, Vol. 4, No. 2, pp. 1–39
Elving, et al. (2012), “The war for talent? The relevance of employer branding in job advertisements for becoming an employer of choice”, Journal of Brand Management, Vol. 20, No. 5, pp. 355-373.
Ghozali, Imam. 2011. “Aplikasi Analisis Multivariate Dengan Program SPSS”. Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali, Imam. 2016. Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23 (Edisi 8). Cetakan ke VIII. Semarang : Badan Penerbit Universitas Diponegoro.
Highhouse et al. (2003). Measuring Attraction to Organizations. Educational and Psychological Measurement. Vol. 63 No. 6.
Jurgensen, C. E. (1978). Job preferences (What makes a job good or bad?). Journal of Applied Psychology, 63(3), 267–276.
Keller, K.L. (1993) Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57, 1-22.
Kusuma, Tiffani C., and Arik Prasetya. Penerapan Strategi Employer Branding dan Employee Value Proposition untuk Menciptakan Employee Engagement (Studi pada PT Bank Central Asia Tbk). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, vol. 50, no. 5, Sep. 2017, pp. 143-151.
Nelloh, L. (2017). Intentions to Apply as Internship Students on Digital Start-Up Companies in Jakarta. Jurnal Ekonomi Dan Bisnis, 20(2), 347-366.
Powell, G. N. (1984). Effects Of Job Attributes And Recruiting Practices On Applicant Decisions: A Comparison. Personnel Psychology, 37(4), 721–732.
Putra, Y.S. (2018). ‘Perbedaan Psychological Capital pada Karyawan Generasi Y dan Z serta Pengaruhnya terhadap Komitmen Organisasi’. Jurnal Magisma, 6(2): 1-12.
Rosethorn, H. (2009). The Employer Brand: Keeping Faith with the Deal (1st ed.). Routledge. https://doi.org/10.4324/9781315616032
Ruchika dan Prasad, Asha. (2017). Untapped Relationship between Employer Branding, Anticipatory Psychological Contract and Intent to Join. Global Business Review 20(1) 1–20.
Sharma, Abhay. (2018). Understanding color management. Hoboken, NJ : Wiley. https://onlinelibrary.wiley.com/doi/book/10.1002/9781119223702
Singh, A. (1973). Organizational Power in Perspective. Leadership and Management in Engineering, 9(4), 165–176.
Smola, Wey K., & Sutton, C. D. (2002). Generational differences: revisiting generational work values for the new millennium. Journal of Organizational Behavior, 23(4), 363–382.
Turban, D. B., Forret, M. L., & Hendrickson, C. L. (1998). Applicant Attraction to Firms: Influences of Organization Reputation, Job and Organizational Attributes, and Recruiter Behaviors. Journal of Vocational Behavior, 52(1), 24–44.
Uggerslev, K. L., Fassina, N. E., & Kraichy, D. (2012). Recruiting Through the Stages: A Meta-Analytic Test of Predictors of Applicant Attraction at Different Stages of the Recruiting Process. Personnel Psychology, 65(3), 597–660.
Published
2024-04-30
How to Cite
Safitri, R., & Novianti, K. (2024). EMPLOYER BRANDING: COMPANY REPUTATION AND ORGANIZATIONAL ATTRACTIVENESS TO ATTRACT TALENTED EMPLOYEES. J-MACC : Journal of Management and Accounting, 7(1), 115-127. https://doi.org/https://doi.org/10.52166/j-macc.v7i1.6417
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