Mediating Effect of Corporate Reputation on the Influence of Employer Branding on Intention to Apply
Bilah Samping Artikel
Isi Artikel Utama
Abstrak
: This study aims to investigate the roles of Employer Branding and Corporate Reputation in influencing potential job applicants' Intention to Apply, focusing on the mediation effect of Corporate Reputation. This study employs a quantitative research design, collecting data from 369 undergraduate students in their final semester through a survey. The data were analyzed using Structural Equation Modeling (SEM) to test the hypothesized relationships among Employer Branding, Corporate Reputation, and Intention to Apply. The results indicate that Employer Branding significantly enhances Corporate Reputation (β = 0.545), which in turn has a substantial positive effect on Intention to Apply (β = 0.398). The mediation analysis reveals that Corporate Reputation mediates the relationship between Employer Branding and Intention to Apply (β = 0.217). These findings underscore the importance of employer branding in attracting job applicants by improving corporate reputation. This study contributes to the existing literature by elucidating the dual pathways through which employer branding impacts job seekers' intentions, highlighting the critical mediating role of corporate reputation, particularly in the context of the transparency era and social media influence. The study provides practical insights for HR managers and organizational leaders aiming to attract top talent, especially from Generation Z. Keywords: Employer Branding, Corporate Reputation, Intention to Apply, Intention to Apply for a Job, Generation Z
##plugins.themes.bootstrap3.displayStats.downloads##
Rincian Artikel
Artikel ini berlisensiCreative Commons Attribution-ShareAlike 4.0 International License.
https://creativecommons.org/licenses/by-sa/4.0/
Referensi
Ambler, T., & Barrow, S. (1996). The employer brand. Journal of Brand Management, 4(3), 185–206. https://doi.org/10.1057/bm.1996.42
Backhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9(5), 501–517. https://doi.org/10.1108/13620430410550754
Barber, A. (1998). Recruiting Employees: Individual and Organizational Perspectives. SAGE Publications, Inc. https://doi.org/10.4135/9781452243351
Barber, A., & Roehling, M. (1993). Job postings and the decision to interview: A verbal protocol analysis. Journal of Applied Psychology, 78(5), 845–856. https://doi.org/10.1037/0021-9010.78.5.845
Barnett, M. L., Jermier, J. M., & Lafferty, B. A. (2006). Corporate Reputation: The Definitional Landscape. Corporate Reputation Review, 9(1), 26–38. https://doi.org/10.1057/palgrave.crr.1550012
Berthon, P., Ewing, M., & Hah, L. L. (2005). Captivating company: dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), 151–172. https://doi.org/10.1080/02650487.2005.11072912
Boxall, P. (1996). The Strategic Hrm Debate and the Resource‐Based View of the Firm. Human Resource Management Journal, 6(3), 59–75. https://doi.org/10.1111/j.1748-8583.1996.tb00412.x
Breaugh, J. A. (2008). Employee recruitment: Current knowledge and important areas for future research. Human Resource Management Review, 18(3), 103–118. https://doi.org/10.1016/j.hrmr.2008.07.003
Cable, D. M., & Turban, D. B. (2003). The Value of Organizational Reputation in the Recruitment Context: A Brand‐Equity Perspective. Journal of Applied Social Psychology, 33(11), 2244–2266. https://doi.org/10.1111/j.1559-1816.2003.tb01883.x
Carless, S. A., & Imber, A. (2007). The Influence of Perceived Interviewer and Job and Organizational Characteristics on Applicant Attraction and Job Choice Intentions: The role of applicant anxiety. International Journal of Selection and Assessment, 15(4), 359–371. https://doi.org/10.1111/j.1468-2389.2007.00395.x
Chapman, D., Uggerslev, K., Carroll, S., Piasentin, K., & Jones, D. (2005). Applicant Attraction to Organizations and Job Choice: A Meta-Analytic Review of the Correlates of Recruiting Outcomes. The Journal of Applied Psychology, 90, 928–944. https://doi.org/10.1037/0021-9010.90.5.928
Chhabra, N. L., & Sharma, S. (2014). Employer branding: strategy for improving employer attractiveness. International Journal of Organizational Analysis, 22(1), 48–60. https://doi.org/10.1108/IJOA-09-2011-0513
Chowdhury, M. S. (2022). Recruiting on the Net: insights for employers from prospective employees. PSU Research Review. https://doi.org/10.1108/PRR-09-2021-0051
Collins, C. J., & Han, J. (2004). Exploring Applicant Pool Quantity and Quality: The Effects of Early Recruitment Practice Strategies, Corporate Advertising, and Firm Reputation. Personnel Psychology, 57(3), 685–717. https://doi.org/10.1111/j.1744-6570.2004.00004.x
Dewi, P. E. M. R., Mujiati, N. W., Wibawa, I. M. A., & Dana, I. M. (2023). Pengaruh Reputasi Perusahaan, Deskripsi Pekerjaan dan E-Recruitment terhadap Minat Melamar Kerja. E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 12(12), 2405–2413. https://ojs.unud.ac.id/index.php/EEB/
Ekhsan, M., & Nurfitri. (2021). Pengaruh employer branding terhadap minat melamar pekerjaan dengan reputasi perusahaan sebagai variabel mediasi. Jurnal Ekonomi Bisnis, Manajemen Dan Akuntansi (JEBMA), 1(2), 97–107.
Ergun, H. S., & Berivan, T. (2016). An analysis on relationship between expected employer brand attractiveness, organizational identification and intention to apply. Journal of Management Marketing and Logistics, 3(2), 105–113.
Erlinda, F., & Safitri, R. (2020). The Relationship Between Employer Branding, Corporate Reputation, And Recruitment Web on Intention To Apply. Jurnal Ekonomi Syariah Teori Dan Terapan, 7(8), 1572. https://doi.org/10.20473/vol7iss20208pp1572-1583
Fombrun, C. J., Gardberg, N. A., & Sever, J. M. (2000). The Reputation QuotientSM: A multi-stakeholder measure of corporate reputation. Journal of Brand Management, 7(4), 241–255. https://doi.org/10.1057/bm.2000.10
Gandasari, D., Tjahjana, D., Dwidienawati, D., & Ichsan, M. (2024). How to attract talents? The role of CSR, employer brand, benefits and career development. Cogent Business & Management, 11(1). https://doi.org/10.1080/23311975.2024.2323774
Gomes, D., & Neves, J. (2011). Organizational attractiveness and prospective applicants’ intentions to apply. Personnel Review, 40(6), 684–699. https://doi.org/10.1108/00483481111169634
Gupta, R., Kumar Sahoo, S., & Ranjan Sahoo, T. (2018). Employer Branding: A Tool For Employee Retention. In International Journal of Business and Management Invention (IJBMI) ISSN. www.ijbmi.org
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hair, J. F., Sarstedt, M., Hopkins, L., & G. Kuppelwieser, V. (2014). Partial least squares structural equation modeling (PLS-SEM). European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
Highhouse, S., Lievens, F., & Sinar, E. F. (2003). Measuring Attraction to Organizations. Educational and Psychological Measurement, 63(6), 986–1001. https://doi.org/10.1177/0013164403258403
Jiang, T., & Iles, P. (2011). Employer‐brand equity, organizational attractiveness and talent management in the Zhejiang private sector, China. Journal of Technology Management in China, 6(1), 97–110. https://doi.org/10.1108/17468771111105686
Langham, T. (2018). Reputation management: The future of corporate communications and public relations. Emerald Publishing Limited.
Liu, Y. (2018). Employer Attractiveness to Chinese Potential Employees. European Journal of Interdisciplinary Studies, 4(2), 147. https://doi.org/10.26417/ejis.v4i2.p147-155
Mello, J. A. (2014). Strategic Human Resource Management (4th ed.). Cengage Learning.
Melo, T., & Garrido‐Morgado, A. (2012). Corporate Reputation: A Combination of Social Responsibility and Industry. Corporate Social Responsibility and Environmental Management, 19(1), 11–31. https://doi.org/10.1002/csr.260
Mullins, L. J. (2007). Management and Organisational Behaviour. Pearson Education.
Nadler, J. T., Weston, R., & Voyles, E. C. (2015). Stuck in the Middle: The Use and Interpretation of Mid-Points in Items on Questionnaires. The Journal of General Psychology, 142(2), 71–89. https://doi.org/10.1080/00221309.2014.994590
Potgieter, A., & Doubell, M. (2020). The influence of employer branding and employees’ personal branding on corporate branding and corporate reputation. African Journal of Business and Economic Research, 15(2), 109–135. https://doi.org/10.31920/1750-4562/2020/v15n2a6
Roberson, Q. M., Collins, C. J., & Oreg, S. (2005). The Effects Of Recruitment Message Specificity On Applicant Attraction To Organizations. Journal of Business and Psychology, 19(3), 319–339. https://doi.org/10.1007/s10869-004-2231-1
Roberts, P. W., & Dowling, G. R. (2002). Corporate reputation and sustained superior financial performance. Strategic Management Journal, 23(12), 1077–1093. https://doi.org/10.1002/smj.274
Santiago, J. (2019). The relationship between brand attractiveness and the intent to apply for a job. European Journal of Management and Business Economics, 28(2), 142–157. https://doi.org/10.1108/EJMBE-12-2018-0136
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-building Approach (7th ed.). Wiley. https://books.google.co.id/books?id=u73GjwEACAAJ
Sharma, R., & Prasad, A. (2018). Employer brand and its unexplored impact on intent to join. International Journal of Organizational Analysis, 26(3), 536–566. https://doi.org/10.1108/IJOA-11-2017-1280
Silva, A. J., & Dias, H. (2023). The relationship between employer branding, corporate reputation and intention to apply to a job offer. International Journal of Organizational Analysis, 31(8), 1–16. https://doi.org/10.1108/IJOA-01-2022-3129
Sivertzen, A.-M., Nilsen, E. R., & Olafsen, A. H. (2013). Employer branding: employer attractiveness and the use of social media. Journal of Product & Brand Management, 22(7), 473–483. https://doi.org/10.1108/JPBM-09-2013-0393
Soeling, P. D., Ajeng Arsanti, S. D., & Indriati, F. (2022). Organizational reputation: does it mediate the effect of employer brand attractiveness on intention to apply in Indonesia? Heliyon, 8(4), e09208. https://doi.org/10.1016/j.heliyon.2022.e09208
Tarique, I., & Schuler, R. S. (2010). Global talent management: Literature review, integrative framework, and suggestions for further research. Journal of World Business, 45(2), 122–133. https://doi.org/10.1016/j.jwb.2009.09.019
Tien Thanh, P., Thu Ha, N., Thi Hong Ngoc, P., & Thuy Ha, L. T. (2024). Corporate social responsibility, corporate reputation and intention to apply for a job: evidence from students in an emerging economy. International Journal of Organizational Analysis, 32(1), 17–34. https://doi.org/10.1108/IJOA-11-2022-3484
Tsai, Y.-H., Lin, C.-P., Ma, H.-C., & Wang, R.-T. (2015). Modeling corporate social performance and job pursuit intention: Forecasting the job change of professionals in technology industry. Technological Forecasting and Social Change, 99, 14–21. https://doi.org/10.1016/j.techfore.2015.06.026