​Job Application Interests of Generation Z: The Role of Employer Branding, E-Recruitment and Work Expectation

Abstract

This study examines how employer branding, e-recruitment, and work expectations influence Generation Z's intention to apply for jobs in West Java, Indonesia. It addresses limited comparative evidence on the relative importance of these factors within local labor markets. A quantitative, cross-sectional survey collected data from 199 Generation Z respondents aged 13–29 using purposive sampling. The relationships among variables were assessed through Partial Least Squares–Structural Equation Modeling (PLS-SEM) using SmartPLS software. Work expectations had the strongest significant association with job application intention (β = 0.452, p < 0.001), followed by e-recruitment (β = 0.280, p = 0.001). Employer branding showed no statistically significant relationship (β = 0.002, p = 0.983). Together, the predictors explained 45.2% of the variance in application intention. Respondents placed greater importance on anticipated working conditions and accessible online recruitment processes than on employer branding. Clear information about employment opportunities may therefore matter more than organizational image alone. Purposive sampling, the regional focus, and the cross-sectional design restrict generalizability and causal interpretation. Moreover, stated application intentions cannot establish whether respondents subsequently submitted job applications. This study compares three recruitment-related factors in a Generation Z sample and provides contextual insights relevant to the Theory of Planned Behavior without directly testing its core constructs. The findings suggest that employers should communicate job expectations and improve the clarity and accessibility of digital recruitment platforms.

Keywords

Employer Branding E-Recruitment Generation Z Intention to Apply Work Expectation