Pengaruh Efektivitas Rekrutmen Online, Kompensasi Dan Pengembangan Karir Terhadap Minat Melamar Kerja Generasi Z Kota Medan Di Perusahaan Dengan Reputasi Perusahaan Sebagai Variabel Intervening

Abstract

Unemployment among Generation Z has become a critical issue requiring special attention. Many young graduates face significant challenges in entering the job market. According to the National Labor Force Survey as of February 2024, approximately 3.6 million Generation Z individuals aged 15 to 24 were unemployed. Compared to Indonesia's total open unemployment of 7.2 million people, Generation Z accounts for about 50% of the total unemployment rate in the country. The rise of Generation Z presents new challenges for organizational management practices, particularly in attracting their interest in applying for jobs. This study analyzes the effect of online recruitment, compensation, and career development on job application interest among Generation Z in Medan, with company reputation as an intervening variable. A quantitative approach was employed, involving 398 final-year students from public universities in Medan. Data were collected through questionnaires and analyzed using Structural Equation Modeling (SEM) with Partial Least Squares (PLS). The results indicate that the most influential variable is company reputation, followed by career development, online recruitment, and, lastly, compensation. Additionally, company reputation mediates the relationship between online recruitment, compensation, and career development with job application interest. This study provides recommendations for enhancing the effectiveness of online recruitment, compensation, career development, and company reputation.