Peran Employer Branding dalam Menarik Talenta Generasi Z: Studi Literatur pada Bidang Manajemen Sumber Daya Manusia
DOI:
https://doi.org/10.63822/v10f4r72Keywords:
Employer Branding, Generasi Z, Intention to Apply, Digital Employer Branding, Manajemen Sumber Daya Manusia, Studi LiteraturAbstract
Persaingan dalam memperoleh sumber daya manusia berkualitas mendorong organisasi untuk mengembangkan strategi yang mampu meningkatkan daya tarik perusahaan di pasar tenaga kerja. Salah satu strategi yang banyak digunakan adalah employer branding, yaitu upaya perusahaan dalam membangun citra sebagai tempat kerja yang menarik, terutama bagi Generasi Z yang mendominasi angkatan kerja saat ini. Penelitian ini menggunakan metode literature review dengan menganalisis 15 artikel ilmiah nasional dan internasional periode 2023–2026. Hasil kajian menunjukkan bahwa employer branding berpengaruh positif terhadap intention to apply pada Generasi Z. Namun, pengaruh tersebut diperkuat oleh berbagai faktor seperti reputasi organisasi, employer attractiveness, CSR, media sosial, e-recruitment, serta work-life balance. Transformasi digital juga menggeser strategi employer branding menjadi digital employer branding yang lebih interaktif dan berbasis platform online. Temuan ini menunjukkan bahwa keberhasilan employer branding tidak hanya bergantung pada citra perusahaan, tetapi juga pada kesesuaian nilai dan pengalaman kerja dengan ekspektasi Generasi Z.
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Copyright (c) 2026 Sufian Hamim, Nadha Dealova Setiadi, Imam Hanafi, Tania Amanda Zerlina (Author)
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