The Influence of Branding, E-Recruitment and Selection on the Interest in Applying for Job Candidates Crew through Company Reputation at PT. Ratu Oceania Raya

Abstract

This research aims to analyze the influence of corporate branding, e-recruitment, and the selection process on the interest in applying for jobs among prospective cruise ship crew at PT. Ratu Oceania Raya, both directly and indirectly through corporate reputation as an intervening variable. The study is motivated by the increasing demand for labor in the global cruise industry and the importance of employer branding strategies and digital recruitment systems in attracting potential applicants from Indonesia. This research uses a quantitative approach with the analytical tool Structural Equation Modeling–Partial Least Squares (SEM-PLS). Data were collected through questionnaires from 264 respondents who are job applicants at PT. Ratu Oceania Raya. The results show that corporate branding and selection have a significant positive effect on job application interest, whereas e-recruitment does not have a significant direct effect—despite being positively rated in the descriptive analysis. This indicates that candidates appreciate the existence of the online application system, but the implementation of SOPs and socialization of the e-recruitment system need to be improved so that it can positively impact on the company’s reputation and increase job application interest. On the other hand, corporate reputation plays a significant mediating role between branding and selection toward the interest in applying for jobs. Corporate reputation is also proven to be an important factor influencing applicants’ decisions.