The Influence of Employer Branding and Work-Life Balance on Job Application Interest with Electronic Word of Mouth (EWOM) as a Mediating Variable at Rocketindo (A Study on Generation Z)
Keywords:
Employer Branding, Work-Life Balance, Electronic Word of Mouth (EWOM), Interest in Applying for JobsAbstract
This study aims to examine how work-life balance and company branding affect the interest in job applications, using electronic word-of-mouth (EWOM) as a mediating factor among Rocketindo's Generation Z. 96 members of Generation Z were given questionnaires as part of the quantitative technique used in the study. SEM-PLS, or structural equation modeling with partial least squares, was the method used to analyze the data. The findings indicate that interest in job applications is positively and significantly impacted by both work-life balance and corporate branding. Electronic word-of-mouth (EWOM) was shown to be unable to moderate the impact of work-life balance and corporate branding on interest in job applications. According to these results, work-life balance and corporate branding are important factors in luring in Generation Z job searchers, while electronic word-of-mouth (EWOM) is ineffective in improving perceptions.
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