Employer Branding and Digital Exposure in Shaping Company Attractiveness Among Generation Z in Cirebon Retail
Abstract
This study investigates the effects of employer branding and digital presence on the employment of Generation Z talent in Cirebon's individual retail businesses. The study is important because Generation Z workers are evaluated by direct organisational merchandise as well as by digital data and online accessible signals. A quantitative approach and a quantitative design were used. A targeted stitch probe was used to collect data from 120 Generation Z respondents, and partial least squares structural equation modelling (PLS-SEM) was used for analysis. The findings demonstrate that while digital presence has a significant but negative impact on an organization's attractiveness, employer branding has a positive and significant impact. The model can explain 60.2% of the weaknesses in the attractiveness of businesses. These findings demonstrate that while digital presence should be carefully considered in order to ensure consistency, authenticity, and alignment with the actual internal characteristics of the company, employer branding is the primary factor that influences Generation Z's positive perception.
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Copyright (c) 2026 Laura Tia Heriska, Moh. Yudi Mahadianto, Bachrudin Syahroni
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