MODEL PENGUATAN RETENSI KERJA GENERASI Z MELALUI EMPLOYER BRANDING DAN DIGITAL ENGAGEMENT DI ASAHAN
DOI:
https://doi.org/10.54314/dr0c9p71Keywords:
employer_branding, digital_engagement, employee_retention, Gen_Z, SEM-PLSAbstract
Abstract: This study aims to formulate a strategic model to strengthen Generation Z (Gen Z) employee retention in Asahan Regency through the integration of employer branding and digital engagement. The methodology employs a Mixed Method Sequential Exploratory design, combining Localized Digital Ethnography in the qualitative phase, a quantitative survey of 300 Gen Z workers analyzed via Structural Equation Modeling - Partial Least Squares (SEM-PLS), and the TOPSIS multicriteria decision-making technique for strategic prioritization. The results indicate that the integration of localized employer branding and digital engagement has a positive and significant effect on Gen Z talent retention. Furthermore, alignment of interactive digital communication successfully mitigates the gap between applicant expectations and workplace realities. This study concludes that an integrated human resource management model based on participatory digital interaction is highly effective in resolving competence mismatches and reducing early turnover rates among young workers at the regional level.
Keyword: employer_branding; digital_engagement; employee_retention; Gen_Z; SEM-PLS.
Abstrak: Penelitian ini bertujuan untuk merumuskan model strategis dalam memperkuat retensi kerja Generasi Z (Gen Z) di Kabupaten Asahan melalui integrasi strategi employer branding dan digital engagement. Metodologi yang digunakan adalah metode campuran dengan desain sekensial eksploratori (Mixed Method Sequential Exploratory), yang mengombinasikan Etnografi Digital Terlokalisasi pada fase kualitatif, survei kuantitatif terhadap 300 responden pekerja Gen Z menggunakan analisis Structural Equation Modeling - Partial Least Squares (SEM-PLS), serta teknik keputusan multikriteria TOPSIS untuk penentuan prioritas strategi. Hasil penelitian menunjukkan bahwa integrasi employer branding berbasis nilai lokal dan digital engagement berpengaruh positif dan signifikan terhadap retensi kerja Gen Z. Penyelarasan komunikasi melalui platform digital terbukti mampu memitigasi disparitas kerja antara ekspektasi awal dan realitas organisasi. Simpulan penelitian ini menegaskan bahwa model manajemen SDM terintegrasi berbasis interaksi digital partisipatif efektif untuk mengatasi masalah mismatch informasi ketenagakerjaan daerah serta menurunkan tingkat turnover dini pekerja muda di tingkat kabupaten.
Kata kunci: employer_branding; digital_engagement; retensi_kerja; Gen_Z; SEM-PLS.
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