Employer Branding and Social Media as an Attractive Job Seeker To e-Commerce Companies for Z Generation

ABSTRACT: This study aimed to determine the relationship between the employer branding value (interest,social, economic, development, application, management, and work-life balance), and social media as a jobattraction in e-commerce companies on generation Z in Bekasi City. Purposive sampling was used to obtain 164respondents in generation Z of Bekasi City. Furthermore, data was collected through online questionnaires andanalyzed through structural equation modeling method with SPSS Amos 22. The results showed that employerbranding and social media attract job applications. Moreover, interest, economic, application, management, andwork-life balance are attractive employer branding values, different from social and development values.

KEYWORDS- employer branding, social media, intention to apply for a job