Employer Branding and Generation Z’s Application Intentions: Unpacking the Roles of Person-Organization Fit and Social Media Engagement

Given the transformative impact of digitalization and personal growth emphasis among young job seekers’ behaviors, particularly Generation Z, this research aims to assess how employer branding influences potential employees’ application intention, specifically considering the mediating role of person-organization fit (POF). Furthermore, it investigates how social media platforms moderate the relationship between employer branding and intention to apply, since online networking sites potentially contribute to employer attractiveness by highlighting the perceived benefits job seekers can anticipate from joining a specific organization. Hence, the study applied the Partial Least Squares (PLS) technique to analyze 275 students and graduates from varied universities in Ho Chi Minh City, Vietnam, for further business implications. Results revealed that employer branding positively affected potential employees’ intention to apply. Additionally, the results explain the components of employer attractiveness from the viewpoints of the new emerging talent workforce, particularly the interaction role of person-organization fit on the relationship between employer brand and application intention. These findings enrich existing theoretical knowledge in the fields of employer branding, person-organization fit, and talent management, including the Social Identity theory and signaling theory. Crucial insights offer valuable early contributions that can serve as a helpful resource for HR professionals in the current status of global talent shortages by understanding the direct and indirect effects of corporate reputation on job seekers’ decisions.