Hubungan Employer Branding Dengan Organizational Attractiveness Generasi Z Di Biro Psikologi X
Keywords:
Employer branding, Organizational Attractiveness, Generasi Z, Program magang.Abstract
Perkembangan dunia kerja di era digital mendorong organisasi untuk membangun strategi dalam menarik talenta terbaik, salah satunya melalui employer branding. Hal ini menjadi penting bagi Generasi Z yang cenderung mempertimbangkan pengalaman kerja, kesempatan pengembangan diri, serta lingkungan kerja dalam menentukan pilihan organisasi. Tingginya minat pendaftar program magang di Biro Psikologi X menunjukkan adanya persepsi positif terhadap organisasi, namun hubungan antara employer branding dan organizational attractiveness pada konteks tersebut belum banyak diteliti. Penelitian ini bertujuan untuk mengetahui hubungan antara employer branding dan organizational attractiveness pada Generasi Z di Biro Psikologi X. Penelitian menggunakan pendekatan kuantitatif dengan desain korelasional. Subjek penelitian berjumlah 108 responden dengan teknik pengambilan sampel berupa purposive sampling. Data dikumpulkan melalui kuesioner skala Likert, kemudian dianalisis menggunakan uji korelasi Pearson Product-Moment. Hasil penelitian menunjukkan bahwa employer branding dan organizational attractiveness berada pada kategori sedang menuju tinggi serta memiliki hubungan yang signifikan dengan nilai koefisien korelasi sebesar r = 0,672 dan nilai signifikansi p < 0,001. Temuan ini menunjukkan bahwa semakin positif persepsi terhadap employer branding, maka semakin tinggi tingkat organizational attractiveness pada Generasi Z.
Unduhan
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