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Articles
The Effect of Employer Branding and Digital Recruitment on Generation Z’s Job Application Intention: The Mediating Role of Candidate Experience
Ainiyah Aprelianingrum, Sagung Ayu Dwianjani Trisna Indraswari, Siti Mujanah, I Made Suparta
View Author Affiliations
- Ainiyah Aprelianingrum: Universitas 17 Agustus 1945 Surabaya, Indonesia
- Sagung Ayu Dwianjani Trisna Indraswari: Universitas 17 Agustus 1945 Surabaya, Indonesia
- Siti Mujanah: Universitas 17 Agustus 1945 Surabaya, Indonesia
- I Made Suparta: Universitas 17 Agustus 1945 Surabaya, Indonesia
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Abstract
The rapid development of digital technology has encouraged companies to adopt employer branding and digital recruitment strategies to attract Generation Z job applicants. This study aims to analyze the influence of employer branding and digital recruitment on job application intention through candidate experience as a mediating variable. This research employed a quantitative approach using Structural Equation Modeling-Partial Least Square (SEM-PLS). Data were collected through online questionnaires distributed to 115 Generation Z respondents in East Java and Bali who had experience applying for jobs. The results indicate that employer branding and digital recruitment have a positive and significant effect on candidate experience and job application intention. However, candidate experience does not significantly affect job application intention and is unable to mediate the relationship between employer branding and digital recruitment on job application intention. The findings indicate that employer branding and digital recruitment directly influence Generation Z's job application intention, whereas candidate experience does not function as a significant mediator. Therefore, organizations should prioritize strengthening employer branding and optimizing digital recruitment systems to attract Generation Z applicants.
Keywords
Author Biographies
Ainiyah Aprelianingrum
Universitas 17 Agustus 1945 Surabaya
Master of Management Study Program, Faculty of Economics and Business, Universitas 17 Agustus 1945 Surabaya, Surabaya City, East Java Province, Indonesia.
Sagung Ayu Dwianjani Trisna Indraswari
Universitas 17 Agustus 1945 Surabaya
Master of Management Study Program, Faculty of Economics and Business, Universitas 17 Agustus 1945 Surabaya, Surabaya City, East Java Province, Indonesia.
Siti Mujanah
Universitas 17 Agustus 1945 Surabaya
Master of Management Study Program, Faculty of Economics and Business, Universitas 17 Agustus 1945 Surabaya, Surabaya City, East Java Province, Indonesia.
I Made Suparta
Universitas 17 Agustus 1945 Surabaya
Master of Management Study Program, Faculty of Economics and Business, Universitas 17 Agustus 1945 Surabaya, Surabaya City, East Java Province, Indonesia.
Article Identifiers
- Article Title: The Effect of Employer Branding and Digital Recruitment on Generation Z’s Job Application Intention: The Mediating Role of Candidate Experience
- DOI: 10.59431/ijer.v6i2.857
- Publication Date: 2026-06-28
- Journal: Indonesian Journal Economic Review (IJER)
- Volume: 6
- Issue: 2
- Pages: 875-891
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Issue Information
Article Details
| Volume: | 6 |
| Issue: | 2 |
| Year: | 2026 |
| Published: | 2026-06-28 |
| Pages: | 875-891 |
| Section: | Articles |
Additional Information
How to Cite
Aprelianingrum, A., Indraswari, S. A. D. T., Mujanah, S., & Suparta, I. M. (2026). The Effect of Employer Branding and Digital Recruitment on Generation Z’s Job Application Intention: The Mediating Role of Candidate Experience. Indonesian Journal Economic Review (IJER), 6(2), 875-891. https://doi.org/10.59431/ijer.v6i2.857
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This work is licensed under a Creative Commons License.
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