Pengaruh Employer Branding terhadap Intensi Melamar Pekerjaan di Perusahaan BUMN dengan Reputasi Perusahaan sebagai Pemediasi

Abstract

This study aims to determine the effect of employer branding on the intention to apply for a job in a state-owned company. The author includes an unexpected mediating variable, namely the company's reputation. The research was conducted on final year students of Pertamina University. Data was obtained using a questionnaire on 240 samples for the criteria for final year student respondents in 2017 and 2018. This analysis technique uses multiple regression analysis. The validity and reliability test is a test of data quality and the Sobel test is used to see the effect between the independent and dependent variables. The results of the study show that employer branding has a positive and significant influence on the company's reputation. The reputation of the company has a positive and significant effect on the intention to apply for a job. Employer branding has a positive and significant influence on the intention to apply for a job. Employer branding has a positive and significant effect on the intention to apply for jobs through the company's reputation. So to increase the intention to apply for jobs, state-owned companies can improve employer branding which can improve the company's reputation.