ENHANCING PROSPECTIVE CANDIDATES’ INTENTION TO SUBMIT A JOB APPLICATION THROUGH EMPLOYER BRANDING AND SOCIAL MEDIA USE (A CASE STUDY OF PT XYZ)

Abstract

PT XYZ has successfully supported the rapidly growing telecommunication industry and raised many companies' names within the industry. Today, PT XYZ is still faced with a challenge in the recruitment process, specifically in terms of attracting prospective talents to submit a job application at the company. Its business model is Business-to-Business (B2B); hence they are less known than a Business-to-Consumer (B2C) company as an employer despite its growth. In the current competitive labor market, organizations compete to have the best people within their organization to achieve their objectives. However, most candidates with high qualifications have more substantial bargaining power and tend to apply for jobs at reputable employers. PT XYZ wants to increase this percentage by attracting top talents who match with its candidate persona as it can increase the chances for future growth and success. In this study, the research model and variables were developed and synthesized from previous research. The drivers of the intention to submit a job application were explored using employer brand attractiveness, consisting of value of interest, social value, economic value, development value, value of cooperation, CSR and citizenship value, and also social media use, intervened by brand equity. One hundred questionnaires were distributed to targeted respondents using non-probability sampling, specifically purposive sampling. The author analyzed primary data collected in this study using SmartPLS through Structural Equation Model (SEM). This study found social value and development value to be the drivers, significantly increasing the prospective candidates' intention to submit a job application at PT XYZ. Social media use was also found to enhance brand equity; nonetheless, it did not significantly increase the prospective candidates' likelihood of applying for a job to the organization