Pengaruh Daya Tarik Perusahaan, Reputasi Perusahaan, dan Ekspektasi Kerja terhadap Minat Melamar Pekerjaan Generasi Z di Kota Medan

Abstract

The increasingly dynamic nature of the job market in the digital and global era compels companies to attract Generation Z as a potential human resource. This generation tends to be more selective in choosing a workplace, considering not only salary but also organizational values, culture, and opportunities for personal development. This phenomenon is increasingly evident in Medan, a major economic and industrial center in North Sumatra. This study aims to analyze the influence of Employer Branding, Corporate Reputation, and Working Expectation on the Intention to Apply for Jobs among Generation Z in Medan. The research employed a quantitative approach using questionnaires distributed to 97 Generation Z respondents with a minimum of three months of work experience. Multiple linear regression analysis revealed that all three variables had a significant simultaneous influence on Job Application Intention (F = 61.194, p < 0.000), with an Adjusted R² of 0.695. Partially, Employer Branding and Working Expectation showed a positive and significant influence, with Work Expectation emerging as the most dominant factor. In contrast, Corporate Reputation had a positive but statistically insignificant influence, indicating that Generation Z tends to rely more on direct experiences and authentic digital information rather than formal corporate image. These findings provide practical implications for companies, particularly in urban areas such as Medan, to develop recruitment strategies that align with the preferences of Generation Z. Companies are encouraged to adapt their communication and human resource management approaches to meet the expectations of this generation, which emphasizes transparency, growth opportunities, and work systems that support their personal values.