Abstract:

The aim of the study is to discover the effects of perceived person-organization fit on organizational attractiveness both directly and mediated by employer branding and use of social media. This study uses a quantitative approach with cross-sectional design and purposive sampling method to collect primary data. Sample was obtained from 311 Undergraduate and Graduate Students in Indonesia while data is analyzed using Structural Equation Modelling (SEM) method with Lisrel 8.80 software. Result indicates that perceived person-organization fit has a negative effect on organizational attractiveness, but perceived person-organization fit has a positive effect on employer branding and use of social media. Afterward employer branding and use of social media was found to have a positive effect on organizational attractiveness. Which means employer branding and use of social media fully mediate the effect of perceived person-organization fit on organizational attractiveness. In addition, employer branding was also found to have a negative
effect on use of social media.