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All Journal JBMP (Jurnal Bisnis, Manajemen dan Perbankan) Jurnal Istiqro' MATAPPA: Jurnal Pengabdian Kepada Masyarakat Syi'ar Iqtishadi Martabe : Jurnal Pengabdian Kepada Masyarakat Sivitas : Jurnal Pengabdian dan Pemberdayaan Masyarakat Islamic Banking : Jurnal Pemikiran dan Pengembangan Perbankan Syariah JOMPA ABDI: Jurnal Pengabdian Masyarakat Maliki Islamic Economics Journal
Andro Agil Nur Rakhmad
Universitas Negeri Malang
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : JBMP (Jurnal Bisnis, Manajemen dan Perbankan)

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How Employer Branding Attract the Generation Z Students to Join on Start-up Unicorn Dediek Tri Kurniawan; Andro Agil Nur Rakhmad; Ooji Futari II; Yesiana Ihda Kusnayain
JBMP (Jurnal Bisnis, Manajemen dan Perbankan) Vol 7 No 2 (2021): September
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (358.396 KB) | DOI: 10.21070/jbmp.v7i2.1531

Abstract

The development of the world revolution has changed the paradigm and stigmas of organizational quality to increase competitiveness from various human resource perspectives. Increasing global challenges have made the employer branding strategy a concern for global research. This study examines the effect of employer branding on Generation Z students' attractiveness and employer choices at unicorn start-ups in Indonesia. This study uses the Structural Equation Model Partial Least Square (SEM-PLS). This study got a total of 200 respondents who fit the criteria. This study's dimensions of employer branding are work culture, ethics & CSR, diversity, and salary & incentives. From the results of this study, the dimensions that proved to be influential were Ethics and CSR, and Diversity. Besides, work culture and salary & incentives are not proven to significantly affect the attractiveness of Generation Z students to Indonesian unicorn start-ups. Social media is proven to have a significant effect on both attractiveness and choice of workplace (employer of choice) Generation Z students at Indonesian unicorn start-ups.
Co-Authors Adelia Shabrina Prameka Adelia Shabrina Prameka Adelia Shabrina Prameka Anugrahani, Inanda Shinta Cesya Rizkika Parahiyanti, Cesya Rizkika Djoko Dwi Kusumojanto Elif Pardiansyah Farhadi Arfiansyah Kurniawan, Dediek Tri Kurniawati Meylianingrum Muhammad Yusuf Aria Widjaja Muhlis Muhlis NURUL ISTIFADHOH Ooji Futari II Rizky Firmansyah Selvi Kurniawati Slamet Fauzan Yana Respati Dewi Yesiana Ihda Kusnayain