Employer branding model and Generation Z work preferences in Makassar: What young talents are looking for?

This study examines how various dimensions of employer branding influence the work preferences of Generation Z in Makassar City. As a generation with distinct values and expectations, Gen Z represents a key target for organizations aiming to attract young talent. Using a quantitative survey method, data were collected from 200 respondents aged 18-28, including final-year students, recent graduates, and young professionals. Structural Equation Modeling (SEM) with AMOS software was employed to analyze the data. Of the six employer branding dimensions studied, four—company reputation, career development, organizational culture, and corporate social image—showed a significant positive influence on Gen Z's job preferences. Surprisingly, compensation and work-life balance were not significant factors. This suggests that Gen Z prioritizes purpose, value alignment, and opportunities for personal growth over financial or lifestyle benefits. The findings are supported by Maslow’s Hierarchy of Needs, Herzberg’s Two-Factor Theory, and Value Congruence Theory, which collectively explain Gen Z’s preference for self-actualization, social validation, and shared values in the workplace. This research contributes to building a more relevant and context-specific employer branding strategy tailored to attract Generation Z talent in Indonesia’s urban environments.