This paper examines the role of employer branding in determining the person Organization fit (P-O fit) among the current generation Z job-seekers where social media is used as a mediating element. The study is based on the idea of the signaling theory and has been conducted using a quantitative explanatory design to grasp the fact that messages sent out by organizations are not just passed on but perceived in an environment of digitized communication modalities. Purposive sampling among 136 respondents consisting of members of Generation Z in Indonesia was conducted and considered all actively seeking a job and using social media as the main information source. The constructs used to measure were validated, whereas the analysis was carried out using SmartPLS and structural equation modeling. The results indicate that, employer branding has a significant prediction on organizational fit perception directly and mediated by social media. In lieu of a transmission channel, the social media becomes a pertinent epistemic space through which organizational identity is built, tried, and proved true. The paper establishes that generation Z does not consider individual cues as means to assess employer appeal, but rather ongoing, socially shared and emotionally appealing information. These disclosures recalculate employer branding, as an interdependent system not based on one-dimensional reputation, but on authenticity, moral harmony, and coherence of relatedness in online forums.
Salma et al. (Thu,) studied this question.