THE IMPACT OF SOCIAL MEDIA RECRUITMENT STRATEGIES ON GENERATION Z’s JOB APPLICATION INTENTIONS IN KUCHING: AN EMPIRICAL STUDY
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UNIVERSITI MALAYSIA SARAWAK
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This study investigates how social media platform usage, content type, and perceived authenticity influence Generation Z’s intention to apply for jobs. The research addresses the growing importance of social media as a recruitment tool for engaging digital native job seekers. A survey was conducted with 386 respondents, and Spearman’s rho correlation analysis was used to examine the relationships between the variables. The findings reveal weak but statistically significant positive associations, indicating that increased social media engagement, diverse and engaging content, and perceived authenticity slightly enhance Generation Z’s job application intentions. These results suggest that while social media recruitment factors contribute to application decisions, other psychological and contextual influences are also important. The study draws on Uses and Gratifications Theory and Cue Utilization Theory to explain how Generation Z actively seeks meaningful content and interprets authenticity cues when evaluating potential employers. Practically, the findings highlight the need for organizations to develop authentic and engaging social media recruitment strategies tailored to Generation Z’s preferences. Future research should explore additional factors influencing recruitment outcomes and consider longitudinal or mixed-method approaches to capture the evolving nature of job-seeking behaviour in the digital age.