Impact of employer branding on Malaysian gen Z’s intention to apply to local SMES

Lum, Yat Kwai and Ng, Hui Yen (2023) Impact of employer branding on Malaysian gen Z’s intention to apply to local SMES. Final Year Project, UTAR.

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Abstract

The purpose for this research project is to study the impact of employer branding on Malaysian Gen Z’s intention to apply to local SMEs. Employer branding may affect the Malaysian Gen Z’s intention to apply to local SMEs through the economic value, social value, development value, and organisational reputation of the local SMEs. The researchers targeted on the final year undergraduate business students from Universiti Tunku Abdul Rahman (UTAR) and Universiti Utara Malaysia (UUM). Thus, the questionnaire is distributed through Google form, and the researchers have successfully collected 366 responses. Statistical Package for the Social Sciences (SPSS) Version 29 has been used to analyse and interpret the data collected for pilot study and pilot study. To test the significant relationship between the independent variables (economic value, social value, development value, and organisational reputation), and dependent variable (intention to apply), the researchers have used the Pearson Correlation Analysis, and Multiple Linear Regression Analysis. In conclusion, it has been found that all the independent variables (economic value, social value, development value, and organisational reputation) have significant and positive relationship with the dependent variable (intention to apply). The summary of major findings, implications of the study, limitations and recommendations of this study have provided in this research.

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