Employer brand identification and Gen Z job seekers’ intentions to pursue employment through the lens of self-determination theory

Purpose Drawing on self-determination theory (SDT), this study examines the perceptions and Gen Z job seekers’ intentions (INT) toward employer brands (EBs) and reveals the impact that perceived organizational autonomy support (POAS) has on them. We tested a new construct, namely employer brand identification (EBI), which captures a job seeker’s perception that being a member of a specific organization is personally meaningful and compatible with his/her personal identity, meaning and needs. Design/methodology/approach Two studies were conducted. One experimental study (N = 70) and a survey administered to 264 participants. Findings The results of the experimental study showed that EBI fully mediates the relationship between POAS and INT, while the survey replicated the results showing partial mediation of EBI. Originality/value Our study makes a unique contribution to organizational research as it reveals the role of autonomy support as a key factor for job seekers’ identification with an employer and their intentions to pursue employment in that company. Moreover, it extends SDT’s focus from the individual’s relation with an activity to the individual’s relation with an organization.