Pengaruh Employer Brand dan Reputasi Perusahaan yang Dimediasi Preferensi Pekerjaan terhadap Niat Melamar Kerja Dokter di PT. Prodia Widyahusada Tbk Cabang Medan

Abstract

Healthcare facilities are currently facing competition in attracting top talent due to a shortage of potential medical professionals in the labor market. Physicians are a primary human resource in achieving business development goals within healthcare facilities. To attract potential physicians, companies need to enhance their appeal so that healthcare facilities become a preferred workplace choice. This study aims to examine the direct influence of employer brand and company reputation as independent variables on physicians' job application intentions, as well as the indirect influence of job preferences as a mediating variable. Data were collected through questionnaires distributed to 88 internal medicine specialists in Medan City. The questionnaires utilized a Likert scale, and the collected data were analyzed using Structural Equation Modeling Partial Least Square (SEM-PLS) to assess the relationships between variables. The study results indicate that employer brand and company reputation positively affect physicians' job application intentions. Additionally, job preferences positively mediate the relationship between employer brand, company reputation, and job application intentions. Based on these findings, Prodia must build a strong employer brand and positive company reputation to enhance physicians' job preferences, ultimately increasing their intention to apply for a job. Consequently, Prodia can attract potential physicians who can contribute to the company's business development objectives.