The Effect of Perceived Person-Organization Fit on Organizational Attractiveness: Mediating Role of Employer Branding and Use of Social Media

The organizational attractiveness is crucial in attracting talent amidst the talent crunch in Indonesia. A frequently cited recommendation of organizational attractiveness is to use perceived person-organization fit to attract talent to work within the organization. Given its importance, the impact of perceived person-organization fit on organizational attractiveness is essential to explore. Several studies have shown that perceived person-organization fit has a positive influence on employer branding and use of social media. Also, employer branding and use of social media were found to have a positive influence on organizational attractiveness. However, empirical evidence demonstrating the usefulness of addressing employer branding and use of social media as a mediation between perceived person-organization fit to organizational attractiveness is limited. Therefore, this study examined the role of employer branding and use of social media in transferring perceived person-organization fit to organizational attractiveness. This study uses a quantitative approach with cross-sectional design and purposive sampling method to collect primary data. The sample was obtained from 311 Undergraduate and Graduate Students in Indonesia while data is analyzed using Structural Equation Modelling (SEM). The findings indicate that perceived person-organization fit has a negative effect on organizational attractiveness. However, perceived person-organization fit’s influence becomes positive on organizational attractiveness when adding the role of employer branding and social media as mediation.