The Influence of Employer Attractiveness on Job Application Intentions Among Generation Z
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Abstract
This study aimed to investigate organizational attractiveness factors that influence the job application intentions of Generation Z, with a specific focus on differences among three gender groups: male, female, and gender-diverse individuals. The findings revealed that the effects of organizational attractiveness dimensions on job application intentions varied across gender groups. For male participants, the most influential factors, in order of importance, were economic value, management and work–life balance, and application and diversity. Female participants placed the highest importance on social value, followed by economic value and management and work–life balance. For gender-diverse individuals, the most influential factors were application and diversity, followed by management and work–life balance, and economic value.
This study employed a quantitative research approach. Data were collected from 477 Generation Z participants through an online questionnaire and analyzed using multiple regression analysis. The results indicate that organizations should develop employer branding strategies that respond to the specific needs of each gender group, such as emphasizing appropriate compensation for male applicants, fostering positive workplace relationships for female applicants, and creating an inclusive organizational culture for gender-diverse individuals. Such strategies can enhance the effectiveness of attracting and retaining the new generation workforce in a sustainable manner.
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