Pengaruh Employer Branding, Reputasi Perusahaan, dan E-Recruitment terhadap Minat Melamar Gen-Z di Bank Sumut (Studi Kasus pada Fresh Graduate S-1 Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara)

Abstract

The fierce competition in recruiting talent, or the “war for talent,” is a critical challenge for companies, including those in the banking sector, despite the abundance of fresh graduates. This phenomenon, which is increasingly prominent among Generation Z, who tend to be selective, highlights the importance of employer branding. Although Bank Sumut, as a state-owned enterprise with good performance and reputation in North Sumatra and having achieved various accolades, preliminary survey results indicate low interest among fresh graduates in choosing it as their top preference. This is partly driven by fresh graduates' suboptimal perceptions of the efficiency of Bank Sumut's e-recruitment system. Therefore, this study aims to investigate the influence of Employer Branding, Company Reputation, and E-recruitment on Gen-Z's interest in applying to Bank Sumut. The population of this study consists of fresh graduates with a Bachelor's degree from the Faculty of Economics and Business at the University of North Sumatra. The sample size for this study is 87 fresh graduates with a Bachelor's degree from the Faculty of Economics and Business at the University of North Sumatra, using proportionate stratified random sampling, where the population is not homogeneous and is divided into several strata (groups) proportionally. Research data was obtained by distributing a research questionnaire to fresh graduates with a Bachelor's degree from the Faculty of Economics and Business at the University of North Sumatra. The analysis technique used was multiple linear regression analysis. The results of the study prove that the most dominant variable influencing the interest in applying for jobs among fresh graduates is company reputation, followed by employer branding, and finally e-recruitment.