The Effect Of Employer Branding, Work Flexibility, And Soft Skilss On The Interest In Choosing Work Among Generation Z In Surabaya

Abstract

This study addresses a gap in human resource research by examining the combined influence of Employer Branding, Work Flexibility, and Soft Skills on Generation Z’s job selection interest a topic still underexplored in the Indonesian context, particularly in Surabaya. The study aims to analyze both the partial and simultaneous effects of these three factors on the job choice preferences of Generation Z, identifying the most dominant determinant. A quantitative approach with a descriptive-associative design was employed. 100 Generation Z individuals in Surabaya were selected using purposive sampling. Data were collected via structured questionnaires on a five-point Likert scale and analyzed using Multiple Linear Regression with SPSS 29, including validity, reliability, normality, multicollinearity, linearity, heteroscedasticity, t-tests, F-test, and R² evaluation. Findings reveal that all three factors positively and significantly influence job selection interest, both individually and simultaneously. Employer Branding is the most dominant predictor, followed by Work Flexibility and Soft Skills. The model explains 69.4% of variance in Generation Z’s job selection interest, indicating strong explanatory power.  Organizations should strengthen employer branding, implement flexible work arrangements, and provide programs for soft skill development to attract and retain Generation Z talent. Future research is encouraged to incorporate additional variables, explore mediating or moderating effects, and adopt longitudinal or mixed-methods designs to deepen insights into career decision-making among young professionals.