Aim/Purpose
This study examines how e-recruitment and employer branding influence Gen Z’s job application intentions in Indonesian SOEs, filling a gap in research on employer branding’s mediating role.

Background
This study aims to answer the extent to which e-recruitment affects the intention to apply through the mediating role of employer branding.

Methodology
This study employed a quantitative approach. Data collection was facilitated by questionnaires disseminated to 300 new graduates interested in applying to state-owned companies in Indonesia. The collected data were then analyzed using the SEM-PLS technique, supported by SmartPLS 4.0 software.

Contribution
This research provides a theoretical contribution to the literature on the intention to apply among Generation Z, especially in the context of state-owned enterprises in Indonesia. This research also provides practical implications for state-owned enterprises to increase their attractiveness as employers.

Findings
The study’s findings indicated that e-recruitment significantly influences employer branding but does not directly impact the intention to apply. However, employer branding plays a crucial role as it significantly affects the intention to apply. Moreover, employer branding also acts as a significant mediating factor in the relationship between e-recruitment and the intention to apply, further strengthening the indirect impact of e-recruitment on potential applicants’ intentions.

Recommendations for Practitioners
Indonesian state-owned enterprises are advised to strengthen their employer branding strategies that are creative and in line with the preferences of Gen Z, as well as to ensure transparency and responsiveness in the e-recruitment process to increase their attractiveness as a workplace of choice.

Recommendations for Researchers
Future researchers are encouraged to explore additional variables that influence intention to apply, such as the role of digital technology and social media. Comparison of various sectors and generations can also yield valuable insights and offer a more comprehensive perspective.

Impact on Society
The findings of this study contribute to improving the competitiveness of the Generation Z labor force and assist state-owned enterprises in Indonesia in their efforts to attract a greater number of young professionals, thereby reducing youth-based unemployment within the Indonesian workforce.

Future Research
Future research could explore the role of employer branding in various industry contexts further and include longitudinal analysis to observe changes in Generation Z’s preferences for employment.