Employer Branding PT Pertamina Terhadap Intention to apply di Media Sosial LinkedIn

Abstract. This research investigates the effect of employer branding on the intention to apply among Generation Z in Bandung City, with social media as a moderating variable. The study is motivated by the growing importance of employer branding for companies like PT Pertamina (Persero) BUMN, a leading energy company, to attract young talent. The research aims to analyze the direct influence of employer branding and the moderating role of social media. A mixed methods approach with a sequential explanatory design was applied. Quantitative data were collected through questionnaires from 100 Generation Z respondents and analyzed using SPSS 25 to test direct and moderating effects. Qualitative data were obtained from in-depth interviews with seven informants and analyzed thematically with NVivo. The results indicate that employer branding has a positive and significant effect on intention to apply. However, social media has not been proven to strengthen this relationship. Qualitative findings confirm that while platforms such as LinkedIn provide job information, they do not strongly influence application intentions. These results suggest that employer branding strategies must be continuously improved and that social media should be optimized as a more interactive and personalized communication tool to build stronger connections with potential applicants Abstrak.Penelitian ini mengkaji pengaruh employer branding terhadap intention to apply pada Generasi Z di Kota Bandung dengan media sosial sebagai variabel moderasi. Latar belakang penelitian ini adalah pentingnya employer branding bagi perusahaan seperti PT Pertamina (Persero) BUMN, salah satu perusahaan energi terkemuka, untuk menarik minat generasi muda. Penelitian ini bertujuan menganalisis pengaruh langsung employer branding serta peran media sosial sebagai variabel moderasi. Pendekatan mixed methods dengan desain sequential explanatory digunakan. Data kuantitatif diperoleh melalui kuesioner kepada 100 responden Generasi Z dan dianalisis menggunakan SPSS 25 untuk menguji pengaruh langsung dan moderasi. Data kualitatif diperoleh melalui wawancara mendalam dengan tujuh informan dan dianalisis secara tematik menggunakan NVivo. Hasil penelitian menunjukkan bahwa employer branding berpengaruh positif dan signifikan terhadap intention to apply. Namun, media sosial belum terbukti memperkuat hubungan tersebut. Temuan kualitatif mengonfirmasi bahwa meskipun platform seperti LinkedIn menyediakan informasi pekerjaan, pengaruhnya terhadap niat melamar tidak terlalu kuat. Hasil ini menyarankan agar strategi employer branding terus ditingkatkan serta media sosial dioptimalkan sebagai sarana komunikasi yang interaktif dan personal untuk membangun koneksi dengan pelamar potensial.