Pengaruh Employer Branding Digital Terhadap Minat Melamar Kerja Generasi Z
Keywords:
pengabdian kepada masyarakat, literasi digital, soft skill, minat wirausaha, pelatihan siswa, kewirausahaan digital.Abstract
Digital employer branding has become a key strategy for companies to attract young people, especially Generation Z, who are active in the digital world and highly active and critical in the digital ecosystem. The challenge is to equip prospective employees (students) with a deep understanding so that they can selectively assess the reputation and work culture of a company. In the modern employment landscape, digital employer branding has transformed into a fundamental key strategy for companies to attract and retain quality talent. The main focus of this strategy is to reach Generation Z, a group of prospective employees who are highly engaged, active, and critical of the information presented on digital platforms. The problem faced is how to equip students (as representatives of Generation Z) with adequate knowledge to understand, analyze, and utilize the employer brand image disseminated digitally, so that they are able to make more strategic and selective career decisions.
This community service activity offers a structured solution through face-to-face socialization methods supported by interactive visual presentations that are relevant to Generation Z's preferences. This community service activity is designed as an educational intervention to address this gap in understanding. The solution is implemented through intensive face-to-face socialization methods and the presentation of interactive visual materials specifically designed in accordance with Generation Z's communication style. The core solutions of this activity include Analytical Awareness Improvement: Guiding company reputations and work cultures recorded in their digital footprints. Conveying Critical Values: Instilling an understanding of the importance of corporate values in determining the fit between personal aspirations and the work environment. Digital Career Readiness Literacy: Providing a practical toolset that encourages students to be more prepared and proactive in navigating the process of searching for and applying for jobs in the digital age.
The implementation of this activity has proven effective in significantly increasing the level of understanding of SMAN 6 Kota Serang students regarding the relevance and urgency of employer branding in the career decision-making process. The evaluation results show a paradigm shift in which students are not only looking for jobs but also becoming smart consumers who select company reputations. The long-term impact is that this activity has succeeded in strengthening students' mental preparedness and knowledge in entering the world of work and encouraging them to be more selective and informed when applying for jobs. This community service activity aims to increase the understanding of SMAN 6 Kota Serang students regarding the importance of employer branding in choosing a place of work. The implementation method was carried out through face-to-face socialization and visual presentations. The results of the activity showed an increase in students' understanding of company reputation and work culture values. This activity was able to encourage and be selective in applying for jobs.
Keywords: Employer Branding, Generation Z, Interest in Applying for Jobs, Digital Branding
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References
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