The Impact of Employer Brand on the Job Application Intentions of Generation Z, with a Focus on Corporate Campus Ambassador Programs.
Year: 2025
Type: article
Abstract: The transition of Generation Z (Gen Z) into the workforce presents significant challenges and opportunities for corporate recruitment and talent management. This study examines the crucial role of Employer Brand in influencing the Job Application Intentions of this emerging generation of talent. Specifically, this research focuses on the growing organizational strategy of implementing Corporate Campus Ambassador Programs as a key mechanism for conveying and enhancing the employer brand. Utilizing a theoretical framework that integrates concepts from organizational behavior and strategic human resource management, this study aims to: analyze the direct influence of employer brand on Gen Z's intention to apply, and examine the mediating or moderating role of the campus ambassador program experience in this relationship. Data collection will involve a survey of university students who represent the Gen Z population, focusing on their perceptions of employer brand elements—such as organizational reputation, work environment, and values—as communicated through campus representatives. Preliminary analysis is expected to show a significant, positive relationship between a strong, attractive employer brand and higher job application intentions among Gen Z candidates, with the Campus Ambassador Program serving to concretize and humanize the brand message. The findings will provide practical recommendations for organizations, particularly those in competitive industries, on how to strategically deploy campus ambassador initiatives to strengthen their employer brand and secure future talent.
Author: Yen-Hsiang Tseng1, Chi-Hsin Wu2*, Shuen Hsing Wu3
Language: English
Topic: Employer Branding and e-HRM
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7102394657
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