A Study on The Influence of Employer Branding Practices on Job Seekers’ Intention to Apply in the Logistics E-Commerce Sector

Abstract

In the modern competitive labor market, employer branding has become an important strategy for attracting talented employees. This study examines how employer branding influences job seekers’ intention to apply in the logistics e-commerce sector, which has grown rapidly due to increasing online shopping and technological advancements. However, companies often face challenges such as high employee turnover, work pressure, and difficulty in attracting skilled candidates. Using a quantitative approach, data was collected from 100 respondents through a structured questionnaire. The findings show that factors such as company reputation, career growth opportunities, compensation, digital presence, and organizational culture significantly influence job seekers’ decisions to apply for jobs in logistics companies.