Syntax Literate: Jurnal Ilmiah Indonesia p–ISSN: 2541-0849
e-ISSN: 2548-1398
Vol. 9, No. 3, Maret 2024
EMPLOYER BRANDING AND
CAREER OPPORTUNITIES: DOES FIT REALLY INFLUENCE GEN Z’S INTENTION TO JOIN IN
ARCHITECTURAL FIRMS IN INDONESIA?
Altheannisa Agatha Soraya
Universitas Indonesia, Depok, West Java, Indonesia
Email: [email protected]
Abstract
By the end of the
Covid-19 pandemic, job demand has increased. Indonesian Architecture subsector
is experiencing a shortage of architects given the lack of interest on
architecture students to continue their careers in the same field and lack of
career opportunities offered. Therefore, employers need to develop an employer
branding strategy to match applicant’s expectations with values offered in
order to attract labor market intention, especially alumnis from related
majors, to join architectural company. As Person-Organisation Fit theory
applied, by finding their fit toward potential employee, gen Z, can better
examine their employer to consider joining the company. This study aims to
examine how person-organisation fit mediates career growth opportunities and
employer branding that fit individual’s expectations can influence their
intention to join to the company. This quantitative research uses a
cross-sectional approach by collecting data through structured questionnaire
consisting of 41 items asked distributed online. The sample consisted of 308
employees working in architectural industry with minimum of one
year experience. Covariance Based Structural Equation Modeling (CB-SEM)
used as analysis method aimed to identify and analyze the relationship between
variables that influence the gen Z’s intention to join Indonesian architecture
firms. The eresults indicates that both Employer Branding and Career Growth
Opportuniies hav positive and significant effect on Intention to Join, while
Person-Organisation fit partially mediate Employer Branding’s effect. This
study only conducted in Architectural Subsector in Indonesia. The results of
this study could also have relevance for other Asian nations that exhibit
comparable traits.
Keywords: Employer
Branding, Career Growth Opportunities, Intention to Join, Person-Organisation
Fit
Introduction
A new era in labor world is opening up
as COVID-19 pandemic ends. Previously, the phenomenon of termination of
employment and employee turnover by job providers was commonplace in Indonesia.
With the simultaneous end of the COVID-19 pandemic, the need for a labor market
to find jobs by companies providing vacancies has increased again. At this
time, all companies are facing a war of talent where companies compete with
each other to recruit and retain talented employees
Based on current trends in the labor market, employees in
Indonesia and other ASEAN countries are actively looking for new jobs. The
World Economic Forum (WEF) states that the prospects for future workforce will
depend on generation Z. By 2025, it is estimated that 27% of the workforce will
be Generation Z
Architecture is one of the subsectors that
contribute to creating jobs throughout Indonesia, which is under the
supervision of the Creative Economy Agency (Bekraf) in Indonesian Ministry of
Tourism and Creative Economy (Kemenparekraf). Even in the midst of the Covid
pandemic, this subsector experienced an increase in their number of workers
As prior study by Silva and Dias
(2022) researching how Employer Branding’s influence on Intention to Join and
Corporate Reputation’s role as mediator, this research found that the
relationship between EB and Intention to Join are mediated by company’s
corporate Reputation
Other reserarch by Samoliuk, Bilan,
Mishchuck, and Mihchuck (2022) and findings by Rubanovich (2021) reveal various
prioiritized factors from gen Z’s preference in deciding which employers they
want to work with. Heresaid gen Z are more interested in searching potential
employers that would provide career opportunities for them. Although the term
‘career opportunity’ itself could be very general, prior researchs exposs other
supplementary factors that gen Z interested for that can actually give clues on
how to understand this term specifically, Factors mentioned on these researchs
are related to development, trainings, and career advancement opportunities
which were closer to discuss about Career Growth Opportunities (CGO). Although
as described by Arthur (1994) in ‘The Boundaryless
Career: A new employment principle for a new organizational era’, CGO defined
as the prospects and pathaways available to an individual that enable them to
advance, acquire new skills, take on greater responsibilities, and achieve
their career goals
In today’s architectural curriculum,
individuals can claim their profession and validate their credibility as an
architect with their possesion of STRA
This study aimed to identified the
role of perceived person organisation fit in the influence of employer branding
and career opportunities towards intention to join. Aligned with previous
research on this topic (Silva & Dias, 2022; Soeling, Arsanti, &
Indriati, 2022; Santiago, 2019), this research is
expected to answer the research gap concerning ‘other supporting factors’
mentioned in previous research and how these factors related to employer
branding influence individual’s intention to join within specific generational
context (Silva & Dias, 2022). By the end of this research, this study hopes
to contribute in practical ways in architectural sectors given how employer can
optimize their strategy on employer brand. As in theoretical contribution, this
study expected to enrich academical knowledge about employer brand’s effects on
intention to join by investigating supporting factors such as person fit
theory. Thus, readers can understand and learn to manifest gathering their fits
with potential employer’s offerings and start evaluating what values are they
expecting from employers and understanding how they can contribute to their
potential employer.
Hypothesis Development
Saini, Rai, and Chaudary (2014) state that organizations with a better image in the
labor market have a higher degree of influencing the intention to apply for a
job. This can also be explained by the analogy that 'customers' have certain
beliefs about a product, and prospective employees have certain beliefs about
the employer company that may be included in the organization that job seekers
plan to join in the near future (Sharma & Parasad, 2018). Barber (1998) states that these beliefs become
the basis for considering the final decision of prospective employees to
accept, or on the contrary, reject a job offer (Sharma & Parasad, 2018).
Research by Soeling, Arsanti, and Indriati (2022) successfully filled the
research gap and found a direct relationship between EB and Intention to Join
(ITJ). The study proves that EB has a positive effect on ITJ. The relationship
between Employer Branding and Intention to Join can also be explained by the
Theory of Reasoned Action (TRA) which shows that a person's behavior is
determined by their intention to perform the behavior and the intention itself
is a function of their attitude towards behavior and subjective norms
H1: Employer Branding has significant
effect on on Intention to Join
A successful employer brand can attract prospective employees who have
characteristics that match the company's needs
H2: Employer Branding has significant
effect on Perceived Person-Organization fit
Person-organization fit (P-O fit) explains how humans will be attracted
to something that they feel is a good fit. In support, Yizhong, et al. (2017) explain that TPB conceptualized as an
overarching behavioral theory and has been applied as a solid model to examine
job search
H3: Perceived Person-Organization fit
has significant effect on Intention to Join
Research by Samoliuk, Bilan, Mishchuk, and Mishchuk (2022) explore
career growth opportunity as an employer branding attribute that appeals to the
younger generation, but has not explicitly identified the role of career
opportunity as a core variable in the research. As far as the researcher is
concerned, no study has specifically linked and determined the specific role of
career growth opportunity in the influence of employer branding on intention to
join. However, a study by Kumari and Saini (2018) showed that career growth
opportunities within the company have a significant influence on employer
attractiveness and job pursuit intention compared to other factors. In the
context of the psychological contract, the perception that the organization
offers promising career growth to candidates can increase employee satisfaction
with the psychological contract, which in turn can increase their intention to
join the organization. Current study argued that given the career growth
opportunities proposed by the company might help a person to evaluate that
company in order to see and judge it as a career-oriented organization that
suppports its worker on their career and gives some kind of interest that
creates further intention to pursue, and at last, to join the company.
H4: Career Growth Opportunity has
significant effect on Intention to Join
In accordance with research conducted by Tanwar and Kumar (2019) and
Chowdury, Yun, and Kang (2021), Person-Organization fit successfully mediates
the components of employer branding in influencing the degree of intensity of a
person to join the company. In addition, the use of the intention to pursue
dimension of EOC in Tanwar and Kumar (2019) validates the author's argument
that the dependent variable addressed in this study is actually intention to
join, which simultaneously validates the mediating role played by
person-organization fit in the relationship between the influence of employer
branding on intention to join. However, Tanwar and Kumar's (2019) research
refer to individuals with the status of applicants and or job seekers which
emphasizes that perceived person-organization fit by considering information
related to employer branding obtained by the sample is used as a reference for
the sample to provide an assessment in the study. Current study going to
investigate on how person-organization fit gives a mediating effect on Employer
Branding’s influence towards Intention to Join.
H5: Perceived Person-Organization fit
mediate Employer Branding to influence Intention to Join.
Conceptual Framework
Figure 1. Conceptual
Framework
Reviewing several studies that have been conducted
previously, the authors try to draw a common thread in some of these
studies. Career Growth Opportunity (CGO)
in Kumari and Saini's research (2018) as an attribute in employer branding is
one of the consideration variables that is considered to have the most
influence in employer attractiveness, which can then affect a person's
intention to join a company. The model created by Samoliuk, Bilan, Mishchuck,
and Mishchuck (2022) is fully applied by the author to see the significance of
the influence of employer branding on the intention to join a company. The
direct relationship between employer branding and intention to join has also
been proven by many previous studies (Silva & Dias, 2022; Soeling, Arsanti,
& Indriati, 2022; Santiago, 2019) and even the existence of
person-organization fit theory can support the explanation of the causal
relationship of employer branding to intention to join (Tanwar & Kumar,
2019; Chowdhury, Yun, & Kang, 2021).
As explained by Edwards (2010), "job seekers only
see promises made in job offers that are communicated as part of the company's
branding activities" so it is important to capture the perceptions of
potential employees (Kaur & Shah, 2022). From this statement, the authors
plan to bridge the independent variables to the dependent variable using the
person-organization fit theory, as proven by Tanwar and Kumar (2019). In this
model, the authors reduce the moderating variable 'use of social media'.
Although this variable provides significance in Tanwar and Kumar's (2019)
study, the authors find it difficult to use this variable when applied in this
study. Social Media is a set of digital platforms that provide facilities in
the form of information exchange from various sources around the world
(Elefant, 2011). However, in investigating person-organization fit in this
study, social media can actually jeopardize the research due to the possibility
of cognitive dissonance in the research subjects. Cognitive Dissonance
theoretically says that individuals tend to seek consistency between their
thoughts, attitudes, and behaviors. If the use of social media results in a
different perception of the organization compared to the reality when they join
the organization, then individuals may experience cognitive dissonance that
causes a mismatch between the expected P-O fit and the reality of the world of
work.
Author plans to test whether this theory remains
consistent when applied to other industry contexts as well as differences in
geographic context in mediating the relationship between employer branding and
intention to join and whether career opportunities can also be mediated by the
theory of person-organization fit when discussing the topic of the influence of
employer branding of companies operating in the architecture subsector on
Generation Z's desire to join the company. Figure 3.5 explains the interaction
between employer branding variables affecting a person's intention to join a
company mediated by career opportunities in the hope that this research will be
able to examine the effectiveness of employer branding on a person's intention
to join the architecture subsector, especially from Generation Z. In conclusion, direct flow of EB influence on
ITJ adapted from the study by Samoliuk, Bilan, Mishchuk, and Mishchuk (2022),
while the flow of direct influence from CGO to ITJ is obtained by Kumari and
Saini (2018). The P-O fit mediation path in the influence of EB on ITJ is
adapted from Tanwar and Kumar's research (2019). In this context, the research
will place CGO as an independent variable using approaches from TPB theory and
psychological contracts.
Research Methods
Prochedure and Sampling
This research is a quantitative study based on the problem framework and
research hypotheses. Using a descriptive method with a single cross-sectional
approach, this research conducted to test a series of hypotheses and conduct
relational research. Survey technique applied for data collection is by
distributing structured questionnaires to 300 samples through google forms. The
measurement for the questionnaires uses interval scale applying 6 Likert Scale
to minimize central tendency bias and take advantage of its advantage on having
a normal data distribution
Sample consists of Gen Z individuals who are active students majoring in
architecture (at least in the seventh semester of an undergraduate degree or in
the first semester of a PPAr) narrowed from ten campuses with the best
architecture majors in Indonesia who have internship experience in Indonesian
architecture firms. Population adressed in this study includes all students
majoring in architecture in Indonesia. Respondent will be asked to evaluate and
assess architecture firms they know, especially the one where they did the
internship. Sampling will be obtained through non-probability sampling with
purposive sampling method.
Measurement and Operationalization
Current study consists of four variables respectively ‘Employer
Branding’ and ‘Career Growth Opportunities’ as the independent variables,
‘Intention to Join’ as dependent varibale, and ‘P-O fit’ as intervening (on
EB’s influence toward ITJ). Employer Branding measured using Employer
Attractiveness (EmpAt) Scale from Ambler dan Barrow (1996) and developed by
Berthon, Ewing, and Hah (2005) modifed by Tanwar and Kumar (2019) afterwards,
and left with eighteen items consisting of eighteen items distributed in four
dimensions, Work Culture, Diversity, Ethics and CSR, also Salary and
Incentives. Career Growth Opportunities uses eight question items by Weng, McElroy, Morrow, and Liu, (2010).
Person-Organisation fit is measured using four items indicator used in Tanwar
and Kumar's (2019) research. Intention to join will be measured using a
questionnaire which in this study will use the same ten item indicators used in
Kumari and Saini's (2018) research which were adapted from Highhouse, Lievens, and Sinar (2003).
Table 1. Variables Operationalization
|
Variable |
Dimension |
Code Item |
Item |
Source |
|
Employer Branding |
Work Culture |
WC1 |
This
organisation offers good internal training opportunities |
Tanwar and Kumar's (2019) |
|
WC2 |
There
exists a friendly relationship among individual co-workers |
|||
|
WC3 |
This
organisation provides opportunity to work from home |
|||
|
WC4 |
This
organisation provides recognition/appreciation from management |
|||
|
WC5 |
This
organisation offers job security |
|||
|
WC6 |
This
organisation provides flexible working hours |
|||
|
Ethics and CSR |
ECS1 |
This
organisation has fair attitude towards employees |
||
|
ECS2 |
Employees
are expected to follow all rules and regulations |
|||
|
ECS3 |
This
organisation is humanitarian gives back to the society |
|||
|
ECS4 |
This
organisation gives adequate contribution towards charities |
|||
|
Diversity |
DIV1 |
This
organisation offers a good variety of work activities |
||
|
DIV2 |
Employees
from different cultures are welcomed in this organisation |
|||
|
DIV3 |
The
organisation offers challenging tasks |
|||
|
DIV4 |
This
organisation provides opportunities to choose from diversity of tasks |
|||
|
Salary and
Incentives |
SAI1 |
This
organisation offers above average compensation and perks |
||
|
SAI2 |
This
organisation offers additional benefits offered to motivate employees |
|||
|
SAI3 |
This
organisation offers an attractive overall compensation package |
|||
|
|
|
SAI4 |
This
organisation provides good health benefits |
|
Variable |
Dimension |
Code Item |
Item |
Source |
|
Career Growth Opportunities |
Career Goal
Progress |
CGP1 |
My
present job moves me closer to my career goals |
Weng, McElroy, Morrow, and Liu’s (2010) |
|
CGP2 |
My
present job is relevant to my career goals and vocational growth |
|||
|
CGP3 |
My
present job sets the foundation for the realization of my career goals |
|||
|
CGP4 |
My
present job provides me with good opportunities to realize my career goals |
|||
|
Professional
Ability Development |
PAD1 |
My
present job encourages me to continuously gain new and job-related skills |
||
|
|
PAD2 |
My present
job encourages |
||
|
|
PAD3 |
My
present job encourages me to accumulate richer work experiences |
||
|
|
PAD4 |
My
present job enables me to continuously improve my professional capabilities |
||
|
Person – Organisation
Fit |
|
POF1 |
My
skills and abilities match the skills and abilities this organisation looks
for in an employee |
Tanwar and Kumar’s (2019) |
|
|
POF2 |
I think
I will find like-minded colleagues in this organisation |
||
|
POF3 |
I feel
that this organisation suits my style of working |
|||
|
POF4 |
My
personality is well suited to the image of this organisation |
|||
|
Intention to Join |
Organisational
Attractiveness |
OAT1 |
For me,
this company would be a good place to work |
Highhouse, Lievens, and Sinar’s (2003) |
|
|
|
OAT2 |
I would
not be interested in this company except as a last resort |
|
|
|
|
OAT3 |
I am
interested in this company not as a last resort |
|
|
|
|
OAT4 |
This
organisation is attractive to me as a place of employment |
|
|
|
|
OAT5 |
I am
interested in learning more about this company |
|
|
|
|
OAT6 |
Playing
a role in this organisation is very appealing to me |
|
|
|
Intention to Pursue |
ITP1 |
I would
accept a job offer with this company |
Intention to Pursue |
|
|
|
ITP2 |
I would
make this company one of my first choices as an employer |
|
|
|
|
ITP3 |
If this
company invited me for a job interview, I would go |
|
|
|
|
ITP4 |
I would
go an extra mile to be the part of this organisation |
|
|
|
|
ITP5 |
I would
recommend this organisation to a friend who is looking for a job |
|
Statistycal Analyses
Hypotheses tested using Strustural Equation Moddeling (SEM) data
analysis that allows to examine the relationship between latent variablles and
observed variables during the study (by conducting an analysis on measurement
models) and between latent variables with other latent variables. SEM is a
multivariate analysis technique that can assist in estimating the strength of a
postulated relationship between specified variables, either directly or
indirectly through intermediates or mediation
Results and Discussion
Current study using the help of software
tools to analyze the validity and reliability tests for this research. Tools
applied in this study such as IBM SPSS 27 program, used to do the reliability
and validity tests. In addition, Lisrel 8.80 was used in the fit measuring test
for this study.
Demographic
The main test stage of this
study, which was tailored to the SEM standards, included 308 respondents. This
study divides respondents into categories depending on their gender, age, and
educational backgrounds. The percentage split of those that responded is
provided below.
Table
2. Demographic Descriptive Statistics
|
Item |
Frequency |
Percentage |
|
Gender |
|
|
|
Male |
147 |
47,73% |
|
Female |
161 |
52,27% |
|
Age |
|
|
|
19-23 |
129 |
41,88% |
|
24-28 |
179 |
58,12% |
|
Educational backgrounds |
|
|
|
Bachelor Degree |
164 |
53,25% |
|
Professional Program (PPAr) |
68 |
22,08% |
|
Master Degree |
76 |
24,60% |
Measurements
LISREL 8.80 was used to examine the data and
the structural model using structural equation modeling (SEM). Table 3 shows
the results of the measurement model's validity and reliability evaluations.
Data validity or accuracy is a crucial stage in research. Validity can ensure
the extent to which a measuring instrument is able to demonstrate its accuracy
and suitability when used
To assess the validity of the variables, this
study employs Confirmatory Factor Analysis (CFA) within the framework of SEM.
The Standard Loading Factor (SLF) output values for each indicator in the
variables (EB, CGO, POF, and ITJ) are examined. Confirmatory Factor Analysis
(CFA), an integral part of SEM, is a tool used to explore the latent structure
of test instruments, such as questionnaires, to establish the relationship
between observed measures or indicators and latent variables. CFA serves as a
multidimensional test tool for theoretical constructs in research
Table 3. Validity and Reliability Test Result
|
Variable |
Indicators |
SLF |
Error |
CR |
AVE |
Interpretation |
|
Employer Branding |
|
|
|
0,877 |
0,716 |
Reliable |
|
WC1 |
0,78 |
0,220 |
|
Valid |
||
|
WC3 |
0,87 |
0,550 |
|
Valid |
||
|
WC4 |
0,77 |
0,730 |
|
Valid |
||
|
WC5 |
0,68 |
0,700 |
|
Valid |
||
|
WC6 |
0,72 |
0,480 |
|
Valid |
||
|
|
|
|
0,910 |
0,719 |
Reliable |
|
|
ECS2 |
0,81 |
0,180 |
|
Valid |
||
|
ECS3 |
0,87 |
0,060 |
|
Valid |
||
|
ECS4 |
0,88 |
0,530 |
|
Valid |
||
|
|
|
|
0,844 |
0,711 |
Reliable |
|
|
DIV3 |
0,87 |
0,060 |
|
|
Valid |
|
|
DIV4 |
0,88 |
0,070 |
|
|
Valid |
|
|
|
|
|
0,911 |
0,734 |
Reliable |
|
|
SAI1 |
0,75 |
0,430 |
|
|
Valid |
|
|
SAI2 |
0,88 |
0,420 |
|
Valid |
||
|
SAI3 |
0,88 |
0,410 |
|
Valid |
||
|
SAI4 |
0,71 |
0,340 |
|
Valid |
||
|
Career Growth Opportunities |
|
|
|
0,929 |
0,745 |
Reliable |
|
CGP1 |
0,81 |
0,340 |
Valid |
|||
|
|
CGP 2 |
0,85 |
0,270 |
Valid |
||
|
CGP 3 |
0,92 |
0,160 |
|
|
Valid |
|
|
CGP 4 |
0,92 |
0,160 |
|
|
Valid |
|
|
|
|
|
|
0,921 |
0,745 |
Reliable |
|
PAD 1 |
0,90 |
0,190 |
|
|
Valid |
|
|
PAD2 |
0,91 |
0,180 |
|
|
Valid |
|
|
PAD3 |
0,88 |
0,220 |
|
|
Valid |
|
|
PAD4 |
0,75 |
0,430 |
|
|
Valid |
|
|
Person-Organisation Fit |
|
|
|
0,786 |
0,502 |
Reliable |
|
POF 2 |
0,52 |
0,730 |
|
|
Valid |
|
|
POF3 |
0,93 |
0,140 |
|
|
Valid |
|
|
POF4 |
0,84 |
0,290 |
|
|
Valid |
|
|
Intention to Join |
|
|
|
0,911 |
0,727 |
Reliable |
|
OAT1 |
0,81 |
0,470 |
|
|
Valid |
|
|
OAT3 |
0,79 |
0,490 |
|
|
Valid |
|
|
OAT4 |
0,84 |
0,370 |
|
|
Valid |
|
|
OAT5 |
0,88 |
0,270 |
|
|
Valid |
|
|
|
|
|
0,873 |
0,932 |
Reliable |
|
|
ITP1 |
0,89 |
0,280 |
|
|
Valid |
|
|
ITP2 |
0,89 |
0,280 |
|
|
Valid |
|
|
ITP3 |
0,88 |
0,290 |
|
|
Valid |
|
|
ITP4 |
0,89 |
0,310 |
|
|
Valid |
|
|
ITP5 |
0,81 |
0,480 |
|
|
Valid |
According to the results above, there are
several indicators in several constructs that must be dropped. Seven indicators
that were dropped respectfully WC2, ECS1, DIV1, DIV2, POF1, OAT2 and OAT6.
Author decides to delete these seven items for having low loading factors,
which were under 0.5. After all the remaining indicators are valid and reliable
indicators, the testing continues with the structural model test.
Measurement Model
A method for evaluating hypotheses, the
structural model fit test examines the causal relationship among variables. The
adequacy of this structural model can be gauged using the Goodness of Fit (GOF)
value, also referred to as the degree of fit model. Assessing the gathered data
against the research model enables the determination of the model's
appropriateness. As stated by Hair, Black,
Babin, and Anderson (2019), a model's quality can be determined by
meeting a minimum of four standard values for Goodness of Fit Index (GOFI),
assessing the accuracy of the assumed model based on data observations. Hooper, Coughlan, and Mullen (2008) mentioned
that not all GOF values must align perfectly. The commonly cited GOF criteria
include CFI, GFI, NFI, and NNFI
Table 4. Measurement Model Fit Test Results
|
Goodness Of Fit
Measurements |
Good Fit Parameters |
Measurements’
Result |
|
|
Absolut
Fit Indices |
|||
|
Cmin/df value |
<2,00 |
1,799 |
Good Fit |
|
Root Mean Square
Error of Approximation (RMSEA) |
< 0,08 |
0,052 |
Good Fit |
|
Standardized
Root mean square residual (SRMR) |
<0,05 |
0,027 |
Good Fit |
|
Goodness of Fit Index (GFI) |
>0,9 |
0,880 |
Marginal Fit |
|
Incremental
Fit Indices |
|||
|
Relative Fit Index (RFI) |
>0,9 |
0,990 |
Good Fit |
|
Incremental Fit Index (IFI) |
>0,10 |
0,990 |
Good Fit |
|
Normal Fit Index (NFI) |
>0,11 |
0,990 |
Good Fit |
|
Comparative Fit Index (CFI) |
>0,12 |
0,990 |
Good Fit |
Structural
Model
Current study's hypothesis tested using
LISREL 8.80 software through structural equation modeling (SEM). This method
generates a path diagram depicting the relationships among variables in the
research model and emphasizes the importance of confirmatory factor analysis,
standard factor loading, and t-value to validate previously proposed
hypotheses. The t-value, representing the difference in standard error or the
relative difference in sample data variation, is crucial in this context. In
this study, a t-value is considered significant if it equals or exceeds 1.645
at a 5% significance level
Figure 2. Structural Model Estimated Result
Table 5. Direct
Effect
|
Path |
Path Coefficient |
t stat |
Conclusion |
|
EB POF |
0,70** |
8,50 > 1,645 |
Positive; significant |
|
POF ITJ |
0,37** |
4,02 > 1,645 |
Positive; significant |
|
EB ITJ |
0,28** |
2,62 > 1,645 |
Positive; significant |
|
CGO ITJ |
0,31** |
3,56 > 1,645 |
Positive; significant |
|
EB = Employer Branding; POF = Person Organization
Fit; CGO = Career Growth Opportunities;
ITJ = Intention to Joint |
|||
Based on the
results of the analysis in the table above, the following results were
obtained: (1) Employer branding has a positive and significant effect on person
organizational fit as indicated by a calculated t value of 8.50 > 1.645 and
a positive path coefficient of 0.70. This means that the better the employer
branding, the higher the person's organizational fit, and vice versa, the worse
the employer branding, the lower the person's organizational fit; (2) Person
organization fit has a positive and significant effect on intention to join, as
indicated by the calculated t value of 4.02 > 1.645 and a positive path
coefficient of 0.37. This means that the better the person's organizational
fit, the higher the intention to join, and vice versa, the worse the person's
organizational fit, the lower the intention to join; (3) Employer branding has
a positive and significant effect on intention to join as indicated by the
calculated t value of 2.62 > 1.645 and a positive path coefficient of 0.28.
This means that the better the employer branding, the higher the intention to
join, and vice versa, the worse the person's organizational fit, the lower the
intention to join and (4) Career growth opportunities have a positive and
significant effect on intention to join as indicated by the calculated t value
of 3.56 > 1.645 and a positive path coefficient of 0.31. This means that the
better the career growth opportunities, the higher the intention to join. In
other words, the worse the career growth opportunities, the lower the intention
to join.
Table 6. Indirect
Effect
|
ta |
tb |
p value |
Conclusion |
|
|
EB --> POF --> INT |
8,50 |
4,02 |
0,002 |
Partial Mediation |
In essence, the Soble test suggests that the
presence of Person Organization Fit serves as an intermediary mechanism through
which the impact of employer branding on the intention to join is channeled.
Specifically, as employer branding strengthens, there is a corresponding increase
in Person Organization Fit. This heightened alignment between individual and
organizational values, goals, or culture, in turn, contributes to an elevation
in the intention to join. Therefore, the results suggest a positive
correlation: higher levels of employer branding are associated with increased
Person Organization Fit, subsequently leading to a heightened intention to join
the organization.
Table 7. Hypothesis Testing Result
|
Hypothesis |
Hypothesis Path |
t value |
Standardized
Coefficient |
Conclusion |
|
H1 |
EB ITJ |
2,62 |
0,28 |
Accepted |
|
H2 |
EB POF |
8,50 |
0,70 |
Accepted |
|
H3 |
POF ITJ |
4,02 |
0,37 |
Accepted |
|
H4 |
CGO ITJ |
3,56 |
0,31 |
Accepted |
|
H5 |
EB POF ITJ |
P value from Sobel Test = 0,002 |
Accepted |
|
Findings for current study show that EB has a positive
and significant impact on ITJ. The results proving H1 is accepted. These
results are consistent with findings in Samoliuk, Bilan, Mishchuk, and
Mishchuk (2022), which also found a positive and
significant effect between EB and ITJ. In addition, results of this study also
found that CGO has a positive and significant impact on ITJ as stated by Kumari
and Saini (2018) in their research. Here, Kumari
and Saini (2018) found ITJ is an example of candidate’s intention to join the
firm associated with CGO, thus makes H4 also accepted. Another finding is that
H2 was accepted because EB positively and significantly impacts POF. These
results are consistent with Tanwar and Kumar (2019), who found that there was an
influence from EB as an antecedent of POF. In addition, the results are also in
line with Tanwar and Kumar (2019), where it was found that POF has a positive
and significant impact on ITJ. This proves that candidates are more likely to
join the firm when they found it is suitable with their expectation, and these
results make H3 acceptable. The results of the last SEM analysis tested POF,
which mediates the relationship between EB with ITJ. The results show that POF
can mediate both relationships. This means that H5 also accepted.
Discussion
Hypothesis 1 in this study states that
employer branding has a positive effect on intention to join. The results of
the analysis in this study show a t value of 2.62 and a positive path
coefficient of 0.28, because the t value is greater than 1.645 and the path
coefficient is positive, hypothesis 1 is accepted and it is concluded that
employer branding has a positive effect on intention to join. This means that
the higher the employer branding, the higher individual’s intention to join,
and vice versa, the lower the employer branding, the lower the intention to
join. In line with the statement put forward by Saini, Rai, and Chaudary (2014)
that organizations with a better image in the labor market have a higher level
of influence on the intention to apply for a job. This can also be explained by
analogy that 'customers' have their own beliefs about a product, as well as
prospective employees have certain beliefs about the employer or company that
may be included in the organization that the job seeker plans to join in the
near future
Hypothesis 2 in this research states that
employer branding has a positive effect on person organization fit. The results
of the analysis in this study show a t value of 8.50 and a positive path
coefficient of 0.70, because the t value is >1.96 and the path coefficient
is positive, hypothesis 2 is accepted and it is concluded that employer
branding has a positive effect on person organization fit. This means that the
higher the employer branding, the higher the person organization fit. On the
other side the lower the employer branding, the lower the person organization
fit. Srivastava and Bhatnagar (2010) argue that a successful employer brand is
able to attract prospective employees who have the attributes that best suit
the company. There are diverse results regarding whether EB can influence
directly, just as Soeling, Arshanti, and Indriati (2022), or indirectly as
stated by Silva and Dias (2022). This sparked the author's thinking about the
existence of other variables that could contribute to this relationship. Based
on research by Tanwar and Kumar (2019), the match between a person and the
organization felt by research subjects can help explain the relationship
between EB and employer of choice (EOC) status. Cable and Turban (2003) argue
that EOC is visualized as an organization that inspires potential employees to
join and also stay in a company
Hypothesis 3 in this study states that person
organization fit has a positive effect on intention to join. The results of the
analysis in this study show a t value of 4.02 and a positive path coefficient
of 0.37, because the t value is >1.96 and the path coefficient is positive,
hypothesis 2 is accepted and it is concluded that person organization fit has a
positive effect on intention to join. This implies that a stronger alignment
between the individual and the organization corresponds to a greater
inclination to join, while conversely, a weaker alignment results in a
diminished intention to join. Person-Organization fit explains how humans will
be attracted to something that they feel is suitable for them. As support, the
Theory of Planned Behavior (TPB) is conceptualized as a comprehensive
behavioral theory and has been applied as a solid model to examine job search
intentions
Hypothesis 4 posited in this study asserts
that career growth opportunities exert a positive impact on the intention to
join. The analysis results reveal a t-value of 3.56 and a positive path
coefficient of 0.31. Since the t-value exceeds 1.96, and the path coefficient
is positive, therefore Hypothesis 4 is accepted. It is thereby concluded that
career growth opportunities positively affect the intention to join. In
essence, higher career growth opportunities correlate with a greater intention
to join, while lower opportunities correspond to a diminished intention to
join. Samoliuk, Bilan, Mishchuk, and Mishchuk (2022) explored career
opportunities as an attractive attribute in employer branding for the younger
generation. However, their research falls short of designating the role of
career opportunity as a core variable. To the best of the author's knowledge,
no existing research endeavors to establish the specific role of career
opportunities in shaping the impact of employer branding on one's intention to
join. Contrastingly, Kumari and Saini (2018) conducted a study comparing the
influence of three factors, namely Career Growth Opportunities, CSR Reputation,
and Work-Life Balance, on employer attractiveness and intention to join. Their
findings indicate that career growth opportunities (CGO) within a company wield
the greatest influence on employer attractiveness and job pursuit intention
when compared to other factors.
Finally, Hypothesis 5 posited in this study
asserts that person-organization fit mediates the impact of employer branding
on the intention to join, supported by a p-value test result of 0.002, which is
less than 0.05. Consistent with the findings of Tanwar and Kumar (2019) and
Chowdury, Yun, and Kang (2021), person-organization fit effectively serves as a
mediator in the influence of employer branding components on an individual's
inclination to join a company. Notably, Tanwar and Kumar (2019) employed the
intention to pursue dimension of the employer of choice (EOC) to corroborate
that the dependent variable in this study indeed pertains to the intention to
join. This further validates the mediating role of person-organization fit in
the connection between the impact of employer branding and the intention to
join. However, it is important to note that Tanwar and Kumar's (2019) study
focused on individuals in the capacity of applicants or job seekers. This
emphasis underscores that the perceived person-organization fit, derived from
information related to employer branding, serves as a crucial reference for the
sample to assess in the study. Additionally, the study clarifies that there is
a decline in the direct relationship, highlighting the mediating function of
person-organization fit in facilitating the relationship between the dimensions
of employer branding and the employer of choice (EOC).
Conclusion
The
study's findings yield several key conclusions.
Firstly, there is a positive and statistically significant relationship between
employer branding and the intention to join. Essentially, a superior employer
branding is associated with an elevated intention to join, while a poorer
person-organization fit corresponds to a reduced inclination to join. Secondly,
employer branding exerts a positive and significant impact on
person-organization fit. A more favorable employer branding is linked to a
heightened person-organization fit, whereas a less favorable employer branding
is associated with a diminished person-organization fit. Thirdly,
person-organization fit has a positive and significant influence on the
intention to join. A stronger person-organization fit correlates with a higher
intention to join, whereas a weaker person-organization fit results in a lower
intention to join. Additionally, career growth opportunities demonstrate a
positive and significant effect on the intention to join. Enhanced career
growth opportunities are linked to a greater intention to join, while
diminished career growth opportunities correspond to a reduced intention to
join. Lastly, the study establishes that person-organization fit serves as a
mediating factor in the relationship between employer branding and the
intention to join. As employer branding improves, so does person-organization
fit, subsequently amplifying the intention to join. This implies that the
higher the employer branding, the greater the alignment in person-organization
fit, leading to an augmented intention to join. IAI and all Indonesian
architecture firms may need to focus on developing matching value with
potential candidate especially those graduates from linear majors in college.
Therefore, it could lead to greater employer branding impact on potential
talent’s intention on joining the company.
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Copyright holder: Altheannisa Agatha Soraya (2024) |
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First publication right: Syntax Literate: Jurnal Ilmiah Indonesia |
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