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Abstract
This study aims to analyze the role of compensation, digital recruitment, social media, and employer branding in attracting Generation Z to pursue a career in Jakarta. The research method used is a quantitative approach with a purposive sampling technique. Data were collected through an online questionnaire distributed to 200 Generation Z respondents aged 18–28 years who live in Jakarta and are looking for work. Data analysis was conducted using multiple linear regression with the help of statistical software. The results show that partially compensation and digital recruitment have no effect on Generation Z's career interest. Meanwhile, social media and employer branding have a positive but insignificant effect on career interest. However, simultaneously compensation, digital recruitment, social media, and employer branding have a significant influence on Generation Z's career interest in Jakarta. These findings indicate that a company's strategy in attracting Generation Z cannot rely on a single factor, but requires an integrated approach that combines the use of social media and consistent strengthening of employer branding.
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References
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- Azizah, N., Dahliani, Y., & Edi, BR (2023). The Influence of Brand Image, Product Quality, Design, and Advertising on Purchasing Decisions for Honda Scoopy Motor Vehicles in Mayang District, Jember. Journal of Business Management and Informatics Management .
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- Hegazy, N. A., & Elsayed , A. A. (2022). Studying the Relationship Between Electronic Recruitment Determinants and Organization Attractiveness: The Mediating Role of Attitude Towards Using E-Recruitment. : International Journal of Applied Management Theory and Research (IJAMTR) .
- Jannavi, AN, & Utami, KS (2025). The Influence of Employer Branding and Compensation on Job Application Interests among Generation Z in the Special Region of Yogyakarta. GEMILANG Journal of Management and Accounting .
- Makrufa, SN, & Saibat, MM (2024). The Influence of Company Branding and Compensation on Job Application Interest for Students and Alumni of Surabaya City Universities at PT. BMA. Soetomo Management Review .
- Mardiana, & Puspita, S. (2025). The Influence of Environment, Motivation, Work Discipline, and Compensation on Employee Performance at PT IG Finance and Accounting Division. EKOMA: Journal of Economics, Management, and Accounting .
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- Mowbray, JA, & H.H. (2020). sing social media during job search: The case of 16–24 year olds in Scotland. Journal of Information Science , 535-550.
- Nafasha, AA, & et al. (2025). Digital Recruitment Strategy and Its Impact on Workforce Quality in the 5.0 Era. Journal of Strategy and Management Studies .
- Nawakitphaitoon, K., & Sooraksa, N. (2023). Employer Image and Job Pursuit Intention in the New S-Curve Industries in Thailand: The Mediating Role of Organizational Attractiveness. Asian Journal of Business Research .
- Purnama Sari, AD (2024). Analysis of Service Quality, Price, and Customer Trust on Loyalty at Fritto Chicken Denai Branch .
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- Sastia, MA, & Tandiyono, TE (2025). Analysis of the Influence of Employer Branding, Job Posting on Social Media, and Online Recruitment Systems on the Effectiveness of Digital Recruitment at Klaska Residence Surabaya. Gemah Ripah: Business Journal .
- Shalahuddin, Sari, MF, & Nurul, H. (2022). The role of compensation and e-recruitment: An analysis of job application interests among millennial generation employees. At-Tadbir: Scientific Journal of Management , 6(1), 66.
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- Sugiyono. (2019). Quantitative, Qualitative, and R&D Research Methods in Bandung. CV Alfabeta .
- Sukresno, RA, & Fadli, JA (2023). The Influence of Employer Branding, Company Reputation, and Social Media Use on Job Application Interest. Journal of Advances in Digital Business and Entrepreneurship , 84-93.
- Syah, I., Aminrulloh, DM, Jamal, A., & Qurratu'aini, NI (2025). Examining the Relationship between Compensation and Employee Retention: Literature Review and Future Directions. Journal of Accounting and Management Economics .
- Widia, E., & PI (2025). The Influence of E-Recruitment and Company Reputation on Student Work Interest at Buana Perjuangan University, Karawang. Journal of Management and Business (JMB) .
- Yameen, M., Bharadwa, S., & Ahmad, I. (2021). University brand as an employer : demystifying employee attraction and retention. Vilakshan - XIMB Journal of Management .
References
Ananda, PJ, & AS (2024). The Influence of E-Recruitment, Social Media, and Employer Branding on Generation Z's Interest in Applying for Jobs. Journal of Business and Halal Industry , 1-16.
Antara. (2025, November 20). Tangerang Manpower Office Shares Latest Job Vacancy Information via Social Media . Retrieved from Republika Online: https://news.republika.co.id/berita/t5zmyb5530000/disnaker-tangerang-bagikan-info-lowongan-kerja-terbaru-lewat-media-sosial?utm_source=chatgpt.com
Azizah, N., Dahliani, Y., & Edi, BR (2023). The Influence of Brand Image, Product Quality, Design, and Advertising on Purchasing Decisions for Honda Scoopy Motor Vehicles in Mayang District, Jember. Journal of Business Management and Informatics Management .
Ekanayaka, E.M. (2019). Factors Influencing Job Seeker's Intention to Use E-Recruitment: Evidence from a State University in Sri Lanka. International Journal of Managerial Studies and Research (IJMSR) .
Fauzy.A. (2019). Sampling Method, In Universitas Terbuka (Vol.9, Issue 1) . Retrieved from http://jurnal.globalhealthsciencegroup.com
Hegazy, N. A., & Elsayed , A. A. (2022). Studying the Relationship Between Electronic Recruitment Determinants and Organization Attractiveness: The Mediating Role of Attitude Towards Using E-Recruitment. : International Journal of Applied Management Theory and Research (IJAMTR) .
Jannavi, AN, & Utami, KS (2025). The Influence of Employer Branding and Compensation on Job Application Interests among Generation Z in the Special Region of Yogyakarta. GEMILANG Journal of Management and Accounting .
Makrufa, SN, & Saibat, MM (2024). The Influence of Company Branding and Compensation on Job Application Interest for Students and Alumni of Surabaya City Universities at PT. BMA. Soetomo Management Review .
Mardiana, & Puspita, S. (2025). The Influence of Environment, Motivation, Work Discipline, and Compensation on Employee Performance at PT IG Finance and Accounting Division. EKOMA: Journal of Economics, Management, and Accounting .
Mauri, G. (2022). Perception of Financial Rewards and Job Market Considerations on Accounting Students' Interest in Pursuing a Career as a Public Accountant (A Case Study of Accounting Students at Padang State Polytechnic). Indonesian Journal of Business and Economic Accounting (JABEI) , 65-78.
Mowbray, JA, & H.H. (2020). sing social media during job search: The case of 16–24 year olds in Scotland. Journal of Information Science , 535-550.
Nafasha, AA, & et al. (2025). Digital Recruitment Strategy and Its Impact on Workforce Quality in the 5.0 Era. Journal of Strategy and Management Studies .
Nawakitphaitoon, K., & Sooraksa, N. (2023). Employer Image and Job Pursuit Intention in the New S-Curve Industries in Thailand: The Mediating Role of Organizational Attractiveness. Asian Journal of Business Research .
Purnama Sari, AD (2024). Analysis of Service Quality, Price, and Customer Trust on Loyalty at Fritto Chicken Denai Branch .
Puspita, S. (2018). The Impact of Perceived Transparency, Perceived Fairness, and Perceived Controllability of Compensation System on Employee's Motivation in PT Antam Persero, TBK Unit Geomin – Pulogadung. Jurnal Bina Manajemen .
Saman, A. (2020). Effect Of Compensation On Employee Satisfaction And Employee Performance. International Journal of Economics, Business and Accounting Research (IJEBAR) , 4(1), 185–190.
Sastia, MA, & Tandiyono, TE (2025). Analysis of the Influence of Employer Branding, Job Posting on Social Media, and Online Recruitment Systems on the Effectiveness of Digital Recruitment at Klaska Residence Surabaya. Gemah Ripah: Business Journal .
Shalahuddin, Sari, MF, & Nurul, H. (2022). The role of compensation and e-recruitment: An analysis of job application interests among millennial generation employees. At-Tadbir: Scientific Journal of Management , 6(1), 66.
Suci, A., & Hapsari. (2025). The Role of Employer Branding and the Use of LinkedIn Social Media on Fresh Graduates' Interest in Applying for Jobs at State-Owned Enterprises with Company Reputation as an Intervening Factor. Undergraduate thesis, Sultan Agung Islamic University, Semarang .
Sugiyono. (2019). Quantitative, Qualitative, and R&D Research Methods in Bandung. CV Alfabeta .
Sukresno, RA, & Fadli, JA (2023). The Influence of Employer Branding, Company Reputation, and Social Media Use on Job Application Interest. Journal of Advances in Digital Business and Entrepreneurship , 84-93.
Syah, I., Aminrulloh, DM, Jamal, A., & Qurratu'aini, NI (2025). Examining the Relationship between Compensation and Employee Retention: Literature Review and Future Directions. Journal of Accounting and Management Economics .
Widia, E., & PI (2025). The Influence of E-Recruitment and Company Reputation on Student Work Interest at Buana Perjuangan University, Karawang. Journal of Management and Business (JMB) .
Yameen, M., Bharadwa, S., & Ahmad, I. (2021). University brand as an employer : demystifying employee attraction and retention. Vilakshan - XIMB Journal of Management .