Mediating Effect of Corporate Reputation on the Influence of Employer Branding on Intention to Apply

Abstract

: 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: 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