Employer Branding in the Digital Recruitment Era: A Systematic Literature Review of Person–Organization Fit and Generation Z's Job Application Intention Diah Ayu Kusumawati1), Marno Nugroho2), Bahrain Pasha Irawan3) &

Abstract

The rapid growth of digital recruitment has transformed organizational talent acquisition strategies, particularly in attracting Generation Z, who extensively utilize digital platforms to evaluate prospective employers. In this context, employer branding has become a strategic approach for enhancing organizational attractiveness and influencing job application intentions. However, previous studies have reported inconsistent findings regarding the relationship between employer branding and job application intention, suggesting that the underlying psychological mechanisms remain insufficiently understood. One potential explanatory mechanism is Person-Organization Fit, which reflects the perceived compatibility between an individual's values and organizational characteristics. This study aims to review and synthesize the existing literature on the relationships among employer branding, PersonOrganization Fit, and Generation Z's job application intention in the digital recruitment era. Using a systematic literature review approach, this paper critically examines seminal and recent studies published in reputable international and national journals. The review identifies the theoretical foundations, conceptual developments, measurement dimensions, and empirical findings related to the three constructs while highlighting inconsistencies and research gaps in previous studies. The synthesis suggests that employer branding influences job application intention not only directly but also indirectly through Person-Organization Fit, which functions as a key psychological mechanism in job seekers' decisionmaking. This review contributes to the human resource management literature by integrating Employer Branding Theory, Person-Organization Fit Theory, and the Theory of Planned Behavior into a comprehensive Employer Branding in the Digital Recruitment … (Diah Ayu Kusumawati, Marno Nugroho, Bahrain Pasha Irawan & Muhammad Iqbal Ramdhani) 569 LICS 2026 Topic: Strengthening Legal Frameworks for Combating Human Trafficking and Enhancing Protection of Women and Children conceptual framework. It also proposes future research directions for examining these relationships empirically in the context of Generation Z and digital recruitment.