Corporate Social Responsibility, Employer Brand, and Intention to Apply: Testing Mediation and Moderation Model among Indonesian Engineering Students

Muhammad Yoga Pratama; Putri Mega Desiana

doi:10.59261/bustechno.v7i4.766

Authors

Muhammad Yoga Pratama Universitas Indonesia
Putri Mega Desiana Universitas Indonesia

DOI:

https://doi.org/10.59261/bustechno.v7i4.766

Keywords:

Corporate Social Responsibility, Employer Brand, Corporate Reputation, Intention to Apply, Gen Z, Mining Company

Abstract

Background: Competition to secure high-quality talent affects many organizations, including Indonesian mining companies that encounter difficulty attracting Generation Z because of the unfavorable image associated with extractive industries.

Objective: This research examines the effects of Corporate Social Responsibility (CSR) and Employer Brand on Intention to Apply, positioning Corporate Reputation as a mediator and the Availability of Organizational Information on Social Media as a moderator among Generation Z in relation to Indonesian mining companies.

Methods: A quantitative design was implemented through an online questionnaire using a seven-point Likert scale. The sample comprised third- and final-year engineering students from Universitas Indonesia, Institut Teknologi Bandung, and Universitas Gadjah Mada, yielding 262 valid responses. Covariance-Based Structural Equation Modeling (CB-SEM) was conducted with SmartPLS.

Results: CSR negatively and significantly affected Intention to Apply. Economic Value, Development Value, and Application Value positively affected Corporate Reputation, which subsequently increased Intention to Apply. Corporate Reputation mediated the effects of CSR and selected Employer Brand dimensions on Intention to Apply. The Availability of Organizational Information on Social Media weakened the association between Corporate Reputation and Intention to Apply.

Conclusion: The findings advance human resource management knowledge and provide recruitment guidance for mining companies in Indonesia.

References

Backhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9(5), 501–517. https://doi.org/10.1108/13620430410550754

Banerjee, P., & Sharma, N. (2025). Digital transformation and talent management in industry 4.0: a systematic literature review and the future directions. The Learning Organization, 32(4), 620–640.

Barhate, B., & Dirani, K. M. (2021). Career aspirations of Generation Z: A systematic literature review. European Journal of Training and Development, 46(1/2), 139–157. https://doi.org/10.1108/EJTD-07-2020-0124

Bharadwaj, S. (2025). CSR employer branding, organisational identification, person–organisation fit and employee retention: A dual mediation model. Journal of Economic and Administrative Sciences, 41(4), 1585–1604.

Bridges, D., Wulff, E., Kleinschafer, J., Krivokapic‐Skoko, B., & Bamberry, L. (2026). Women in Mining, Industry Norms, and Rural Patriarchy: A Perfect Storm. Gender, Work & Organization, 33(4), 1468–1479.

Colledani, D., González Pizzio, A. P., Devita, M., & Anselmi, P. (2025). Investigating the functioning of rating scales with Rasch models. Assessment, 32(3), 434–446.

Collins, C. J., & Stevens, C. K. (2002). The relationship between early recruitment-related activities and the application decisions of new labor-market entrants: A brand equity approach to recruitment. Journal of Applied Psychology, 87(6), 1121–1133. https://doi.org/10.1037/0021-9010.87.6.1121

Connelly, B. L., Certo, S. T., Ireland, R. D., & Reutzel, C. R. (2011). Signaling theory: A review and assessment. Journal of Management, 37(1), 39–67. https://doi.org/10.1177/0149206310388419

Connelly, B. L., Certo, S. T., Reutzel, C. R., DesJardine, M. R., & Zhou, Y. S. (2025). Signaling theory: State of the theory and its future. Journal of Management, 51(1), 24–61.

Cooper, D. R., & Schindler, P. S. (2014). Business research methods (12th ed.). McGraw-Hill Education. https://books.google.com/books?id=fIy6DAEACAAJ

DataReportal, & Social, W. A. (2025). Digital 2025: Indonesia. https://scholar.google.com/scholar?q=%22Digital+2025%3A+Indonesia%22

Dawes, J. (2008). Do data characteristics change according to the number of scale points used? An experiment using 5-point, 7-point and 10-point scales. International Journal of Market Research, 50(1), 61–104. https://doi.org/10.1177/147078530805000106

Deloitte. (2024). 2024 Gen Z and Millennial Survey: Living and working with purpose in a transforming world. Deloitte Touche Tohmatsu Limited. https://www.deloitte.com/global/en/issues/work/content/genz-millennialsurvey.html

Elkington, J. (1997). Cannibals with forks: The triple bottom line of 21st century business. Capstone Publishing. https://books.google.com/books?id=QLg9PgAACAAJ

Ellix, H., Farmer, K., Kowalik, L., Little, R., Moonsamy, T., Mussacaleca, M., Ruban, P., & Zapata, G. (2021). Why women are leaving the mining industry and what mining companies can do about it. McKinsey & Company.

Finšgar, M., Varda, K. A., Kozlica, D. K., Huš, M., Martins, M., & Strmčnik, D. (2026). Combining ToF‐SIMS and Multivariate Analysis to Resolve Active Sites on Ni‐Based HER Catalysts. Angewandte Chemie International Edition, 65(8), e19929.

Fombrun, C. J., Gardberg, N. A., & Sever, J. M. (2000). The Reputation Quotient: A multi-stakeholder measure of corporate reputation. Journal of Brand Management, 7(4), 241–255. https://doi.org/10.1057/bm.2000.10

Gandasari, D., Tjahjana, D., Dwidienawati, D., & Ichsan, M. (2024). How to attract talents? The role of CSR, employer brand, benefits and career development. Cogent Business & Management, 11(1), 2323774. https://doi.org/10.1080/23311975.2024.2323774

Gaskin, J. E., Lowry, P. B., Rosengren, W., & Fife, P. T. (2025). Essential validation criteria for rigorous covariance-based structural equation modelling. Information Systems Journal, 35(6), 1630–1661. https://doi.org/10.1111/isj.12598

Giang, N. T. P., & Duy, N. B. P. (2025). Increasing intention to continue participating in digital transformation among SMEs: Partial least squares structural equation modeling (PLS-SEM) analysis using R. International Journal of Analysis and Applications, 23, 110.

Gomes, D., & Neves, J. (2011). Organizational attractiveness and prospective applicants’ intentions to apply. Personnel Review, 40(6), 684–699. https://doi.org/10.1108/00483481111169634

Gustine, G. G. (2024). Generation Z’s attitudes and expectations in the workplace and their implications for education policy in Indonesia. Muslim Education Review, 3(2), 235–261. https://doi.org/10.56529/mer.v3i2.262

Hair, J. F., Babin, B. J., Ringle, C. M., Sarstedt, M., & Becker, J.-M. (2025). Covariance-based structural equation modeling (CB-SEM): A SmartPLS 4 software tutorial. Journal of Marketing Analytics, 13, 709–724. https://doi.org/10.1057/s41270-025-00414-6

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning.

Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Springer Nature.

Hsu, Y., & Bui, T. H. G. (2022). Consumers’ perspectives and behaviors towards corporate social responsibility—A cross-cultural study. Sustainability, 14(2), 615. https://doi.org/10.3390/su14020615

Ikhide, J. E., Timur, A. T., & Ogunmokun, O. A. (2024). The strategic intersection of HR and CSR: CSR motive and millennial joining intention. Journal of Management & Organization, 30(3), 623–641. https://doi.org/10.1017/jmo.2021.47

Institute, I. D. N. R. (2024). Indonesia Millennial and Gen Z Report 2025. IDN Media. https://cdn.idntimes.com/content-documents/indonesia-millennial-genz-report-2025.pdf

Jenkins, H. (2004). Corporate social responsibility and the mining industry: Conflicts and constructs. Corporate Social Responsibility and Environmental Management, 11(1), 23–34. https://doi.org/10.1002/csr.50

Kaliannan, M., Darmalingam, D., Dorasamy, M., & Abraham, M. (2023). Inclusive talent development as a key talent management approach: A systematic literature review. Human Resource Management Review, 33(1), 100926. https://doi.org/10.1016/j.hrmr.2022.100926

Kanwal, H., & Van Hoye, G. (2026). What Draws Potential Applicants Towards an Organization? The Importance of Employer Brand Process Attributes and Applicants’ Job Search Metacognitive Activities. International Journal of Selection and Assessment, 34(2), e70061.

Kaur, R., Lal, B., & Verma, J. (2026). Social media and employer branding: a systematic review of social media’s role in shaping employer branding. Employee Relations: The International Journal, 1–20.

Kissel, P., & Büttgen, M. (2015). Using social media to communicate employer brand identity: The impact on corporate image and employer attractiveness. Journal of Brand Management, 22(9), 755–777. https://doi.org/10.1057/bm.2015.42

Management, S. for H. R. (2025). SHRM research reports: The digital background check and candidate evaluation behavior. Society for Human Resource Management. https://scholar.google.com/scholar?q=%22SHRM+research+reports%3A+The+digital+background+check+and+candidate+evaluation+behavior%22

Oliveira, F. M., & da Silva, E. A. (2026). Corporate social responsibility (CSR) in mining: an integrated institutional and agency theory perspective. Corporate Social Responsibility and Environmental Management.

Organization, I. L. (2023). World Employment and Social Outlook: Trends 2023. International Labour Organization. https://www.ilo.org/publications/flagship-reports/world-employment-and-social-outlook-trends-2023

Pózner, B. M., & Kozák, A. (2025). From acquisition to retention: Expectations, motivation and commitment of Generation Z workers based on a systematic literature review. Human Systems Management, 44(6), 903–916.

Preston, C. C., & Colman, A. M. (2000). Optimal number of response categories in rating scales: Reliability, validity, discriminating power, and respondent preferences. Acta Psychologica, 104(1), 1–15. https://doi.org/10.1016/S0001-6918(99)00050-5

PwC. (2023). PwC Global Workforce Hopes and Fears Survey 2023. PricewaterhouseCoopers. https://www.pwc.com/gx/en/news-room/press-releases/2023/pwc-global-workforce-hopes-and-fears-survey-2023.html

Rosa, A., Capolupo, N., & Marolla, G. (2025). The role of employees’ perceptions of corporate social responsibility in the relationship between organizational reputation and organizational attractiveness. Evidence from Italy. Corporate Social Responsibility and Environmental Management, 32(2), 1631–1645.

Saraswati, K. G., Ratnadi, N. M. D., Sudana, I. P., & Sisdyani, E. A. (2023). Determinants of use behavior in utilizing fintech investment management for Gen-Z. JIA (Jurnal Ilmiah Akuntansi), 8(1), 28–49. https://doi.org/10.23887/jia.v8i1.51679

Sivertzen, A.-M., Nilsen, E. R., & Olafsen, A. H. (2013). Employer branding: Employer attractiveness and the use of social media. Journal of Product & Brand Management, 22(7), 473–483. https://doi.org/10.1108/JPBM-09-2013-0393

Spence, M. (1973). Job market signaling. The Quarterly Journal of Economics, 87(3), 355–374. https://doi.org/10.2307/1882010

Story, J., Castanheira, F., & Hartig, S. (2016). Corporate social responsibility and organizational attractiveness: Implications for talent management. Social Responsibility Journal, 12(3), 484–505. https://doi.org/10.1108/SRJ-07-2015-0095

Suprawan, L., Suengkamolpisut, W., & Singhatong, S. (2026). The impact of social media characteristics on young job applicants’ intentions: mediating roles of employer brand attractiveness and person-organization fit. International Studies of Management & Organization, 56(2), 183–201.

Symonds, Q. S. Q. (2025). QS World University Rankings 2026. QS Quacquarelli Symonds. https://www.topuniversities.com/world-university-rankings/2026

Tanwar, K., & Kumar, A. (2019). Employer brand, person-organisation fit and employer of choice. Personnel Review, 48(3), 799–823. https://doi.org/10.1108/PR-10-2017-0299

Thang, N. N., & Trang, P. T. (2024). Employer branding, organization’s image and reputation, and intention to apply: The moderating role of the availability of organizational information on social media. Frontiers in Sociology, 9, 1256733. https://doi.org/10.3389/fsoc.2024.1256733

Thanh, P. T., Ha, N. T., Ngoc, P. T. H., & Le, H. T. T. (2024). Corporate social responsibility, corporate reputation and intention to apply for a job: Evidence from students in an emerging economy. International Journal of Organizational Analysis, 32(1), 17–34. https://doi.org/10.1108/IJOA-11-2022-3484

Turban, D. B., Forret, M. L., & Hendrickson, C. L. (1998). Applicant attraction to firms: Influences of organization reputation, job and organizational attributes, and recruiter behaviors. Journal of Vocational Behavior, 52(1), 24–44. https://doi.org/10.1006/jvbe.1996.1555

Turunen, T. (2025). How marketing students evaluate employer attractiveness: a study of early-career job application decisions.

Vito, D. (2025). Measuring corporate reputation. In Corporate Reputation as Strategic Intangible Asset: An analysis of management processes, measurement methods and impact on bank and auditors’ decisions (pp. 105–119). Springer.

Wang, R. T. (2013). Modeling corporate social performance and job pursuit intention: Mediating mechanisms of corporate reputation and job advancement prospects. Journal of Business Ethics, 117(3), 569–582. https://doi.org/10.1007/s10551-012-1538-5

Wei, Y. C., Chang, C. C., Lin, L. Y., & Liang, S.-C. (2016). A fit perspective approach in linking corporate image and intention-to-apply. Journal of Business Research, 69(6), 2220–2225. https://doi.org/10.1016/j.jbusres.2015.12.033

Zahari, A. S. M., Othman, R., & Ali, N. A. M. (2020). The influence of job attributes on intention to apply for a job: A study of fresh graduates. Journal of Critical Reviews, 7(8), 1775–1780.