EMPLOYER ATTRACTIVENESS, SOCIAL MEDIA PLATFORMS, AND INTENTION TO APPLY AMONG FRESH GRADUATES IN MADIUN CITY

Frenindya Cahyaningtyas, Karuniawati Hasanah

Abstract


This study aims to analyze the effect of Employer Attractiveness on Intention to Apply with Social Media Platforms as a mediating variable among fresh graduates in Madiun City, focusing on Valory Service HP Madiun. The study was motivated by increasing unemployment among higher education graduates, changes in job-search behavior toward digital media, and the limited number of studies focusing on small and medium-sized enterprises. This study employed a quantitative approach with a causal associative design. The sample consisted of 170 fresh graduates selected using purposive sampling. Data were collected through a Likert-scale questionnaire and analyzed using SEM-PLS with SmartPLS 4. The results show that Employer Attractiveness has a positive effect on Social Media Platforms and Intention to Apply. Social Media Platforms also has a positive effect on Intention to Apply and partially mediates the effect of Employer Attractiveness on Intention to Apply. Future research is suggested to examine different objects, regions, and respondent characteristics.

Keywords: Employer Attractiveness, Social Media Platforms, Intention to Apply, Fresh Graduate


Full Text:

PDF

References


Badan Pusat Statistik. (2025). Keadaan Angkatan Kerja di Indonesia Februari 2025. https://www.bps.go.id/id/publication/2025/06/20/fec826c9a88adaa045a6ac9f/keadaan-angkatan-kerja-di-indonesia-februari-2025.html

Berthon, P., Ewing, M., & Hah, L. L. (2005). Captivating company: Dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), 151–172. https://doi.org/10.1080/02650487.2005.11072912

El-Menawy, S. M. A., & Saleh, P. S. (2023). How does the mediating role of the use of social media platforms foster the relationship between employer attractiveness and generation Z intentions to apply for a job? Future Business Journal, 9(1), 1–13. https://doi.org/10.1186/s43093-023-00233-0

Ghorbanzadeh, D., Radhakrishnan, L. C., Prasad, K. D. V., Alkhayet, A., Yajid, M. S. A., & Dhaliwal, A. S. (2025). Enhancing intentions to apply for job through social media: the mediating role of employer attractiveness and person-organization fit. Asia-Pacific Journal of Business Administration, 18(1), 151–169. https://doi.org/10.1108/APJBA-11-2024-0619

Habasaron, K. L., & Rachmawati, R. (2024). The effect of social media use on employer brand attractiveness and intention to apply at FMCG companies in Indonesia. Linkage, 1(2), 81–88. https://www.journal-iasssf.com/index.php/Linkage/article/view/1112

Hair, Joseph F., J., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling ( PLS-SEM ) Using R. https://doi.org/https://doi.org/10.1007/978-3-030-80519-7

Khan, R. B. F. (2024). Exploring the Impact of Employer Branding on Intention towards Job Application: The Mediating Role of Social Media. Asian Journal of Economics, Business and Accounting, 24(3), 172–180. https://doi.org/10.9734/ajeba/2024/v24i31250

Spence, M. (1973). Sinyal Pemasaran Kerja. In The Quarterly Journal of Economics (Vol. 87, Number 3).

Subbarao, N. V, Chhabra, B., & Mishra, M. (2022). Social Media Usage Behavior in Job Search : Implications for Corporate Image and Employer Branding. Managing Disruptions in Business, 51–79.

We Are Social. (2025). Digital 2026: Tren digital dan media sosial teratas di Indonesia. https://wearesocial.com/id/blog/2025/11/digital-2026-top-digital-and-social-media-trends-in-indonesia/


Refbacks

  • There are currently no refbacks.


 

 

 

 

 

 

 

Editorial Office:

Universitas PGRI Madiun

Kampus 3 Lantai 2

Fakultas Ekonomi dan Bisnis

Jl. Auri no. 14-16 Madiun