employer attractiveness memiliki pengaruh positif yang kuat terhadap job pursuit intention (? = 0,803; p < 0 data-start="2124" data-end="2147">job pursuit intention melalui perceived authenticity dan employer attractiveness, sementara pengaruh langsung sumber konten terhadap job pursuit intention relatif lemah dan tidak signifikan. Temuan ini menunjukkan bahwa efektivitas EGC dalam rekrutmen tidak hanya ditentukan oleh siapa yang menyampaikan pesan, tetapi terutama oleh sejauh mana konten tersebut dipersepsikan autentik dan mampu meningkatkan daya tarik perusahaan sebagai tempat bekerja. Penelitian ini memberikan implikasi bagi strategi employer branding dengan menekankan pentingnya membangun komunikasi karyawan yang autentik untuk meningkatkan ketertarikan kandidat terhadap organisasi. Digital transformation has changed how organizations build their employer brands and communicate with prospective employees. Alongside official company-generated content (CGC), employee-generated content (EGC) has increasingly been used to portray more authentic workplace experiences. However, employees’ close affiliation with their organizations may raise questions regarding the credibility of such content. This study examines the effect of content source (EGC versus CGC) on job pursuit intention and investigates the underlying mechanism through perceived authenticity and employer attractiveness.This study employed a quantitative experimental approach involving 185 respondents, comprising 80 participants in the EGC condition and 105 participants in the CGC condition. The results indicate that job pursuit intention was significantly higher in the EGC condition than in the CGC condition (t = 1.991; p = 0.048), although the effect size was relatively small. Perceived authenticity had a strong positive effect on employer attractiveness (? = 0.689; p < 0 xss=removed> These findings suggest that the effectiveness of EGC in recruitment is not determined solely by who communicates the message, but more importantly by whether the content is perceived as authentic and subsequently enhances the organization’s attractiveness as an employer. This study contributes to employer branding and recruitment practices by highlighting the importance of authentic employee communication in strengthening prospective candidates’ intention to pursue employment with an organization."> employer attractiveness memiliki pengaruh positif yang kuat terhadap job pursuit intention (? = 0,803; p < 0 data-start="2124" data-end="2147">job pursuit intention melalui perceived authenticity dan employer attractiveness, sementara pengaruh langsung sumber konten terhadap job pursuit intention relatif lemah dan tidak signifikan. Temuan ini menunjukkan bahwa efektivitas EGC dalam rekrutmen tidak hanya ditentukan oleh siapa yang menyampaikan pesan, tetapi terutama oleh sejauh mana konten tersebut dipersepsikan autentik dan mampu meningkatkan daya tarik perusahaan sebagai tempat bekerja. Penelitian ini memberikan implikasi bagi strategi employer branding dengan menekankan pentingnya membangun komunikasi karyawan yang autentik untuk meningkatkan ketertarikan kandidat terhadap organisasi. Digital transformation has changed how organizations build their employer brands and communicate with prospective employees. Alongside official company-generated content (CGC), employee-generated content (EGC) has increasingly been used to portray more authentic workplace experiences. However, employees’ close affiliation with their organizations may raise questions regarding the credibility of such content. This study examines the effect of content source (EGC versus CGC) on job pursuit intention and investigates the underlying mechanism through perceived authenticity and employer attractiveness.This study employed a quantitative experimental approach involving 185 respondents, comprising 80 participants in the EGC condition and 105 participants in the CGC condition. The results indicate that job pursuit intention was significantly higher in the EGC condition than in the CGC condition (t = 1.991; p = 0.048), although the effect size was relatively small. Perceived authenticity had a strong positive effect on employer attractiveness (? = 0.689; p < 0 xss=removed> These findings suggest that the effectiveness of EGC in recruitment is not determined solely by who communicates the message, but more importantly by whether the content is perceived as authentic and subsequently enhances the organization’s attractiveness as an employer. This study contributes to employer branding and recruitment practices by highlighting the importance of authentic employee communication in strengthening prospective candidates’ intention to pursue employment with an organization.">
Laporkan Masalah

#LifeAtWork – Too Close to Trust? Investigating the Credibility of Employee-Generated Content in Recruitment

Hazrat Ayesha Radheya, Widya Paramita, S.E., M.Sc., Ph.D.

2026 | Tesis | S2 MANAJEMEN (MM) JAKARTA

Transformasi digital telah mengubah cara organisasi membangun employer brand dan berkomunikasi dengan calon karyawan. Selain konten resmi perusahaan (company-generated content atau CGC), konten yang dibuat oleh karyawan (employee-generated content atau EGC) semakin banyak digunakan untuk menampilkan pengalaman kerja yang lebih autentik. Namun, kedekatan karyawan dengan perusahaan dapat menimbulkan pertanyaan mengenai kredibilitas konten tersebut. Penelitian ini bertujuan untuk menguji pengaruh sumber konten (EGC dibandingkan CGC) terhadap job pursuit intention serta menjelaskan mekanisme pengaruh tersebut melalui perceived authenticity dan employer attractiveness.

Penelitian menggunakan pendekatan kuantitatif eksperimental dengan melibatkan 185 responden, yang terdiri atas 80 responden pada kelompok EGC dan 105 responden pada kelompok CGC. Hasil penelitian menunjukkan bahwa job pursuit intention pada kelompok EGC secara signifikan lebih tinggi dibandingkan kelompok CGC (t = 1,991; p = 0,048), meskipun besarnya efek relatif kecil. Selain itu, perceived authenticity memiliki pengaruh positif yang kuat terhadap employer attractiveness (? = 0,689; p < 0 data-start="1901" data-end="1926">employer attractiveness memiliki pengaruh positif yang kuat terhadap job pursuit intention (? = 0,803; p < 0 data-start="2124" data-end="2147">job pursuit intention melalui perceived authenticity dan employer attractiveness, sementara pengaruh langsung sumber konten terhadap job pursuit intention relatif lemah dan tidak signifikan.

Temuan ini menunjukkan bahwa efektivitas EGC dalam rekrutmen tidak hanya ditentukan oleh siapa yang menyampaikan pesan, tetapi terutama oleh sejauh mana konten tersebut dipersepsikan autentik dan mampu meningkatkan daya tarik perusahaan sebagai tempat bekerja. Penelitian ini memberikan implikasi bagi strategi employer branding dengan menekankan pentingnya membangun komunikasi karyawan yang autentik untuk meningkatkan ketertarikan kandidat terhadap organisasi.

Digital transformation has changed how organizations build their employer brands and communicate with prospective employees. Alongside official company-generated content (CGC), employee-generated content (EGC) has increasingly been used to portray more authentic workplace experiences. However, employees’ close affiliation with their organizations may raise questions regarding the credibility of such content. This study examines the effect of content source (EGC versus CGC) on job pursuit intention and investigates the underlying mechanism through perceived authenticity and employer attractiveness.

This study employed a quantitative experimental approach involving 185 respondents, comprising 80 participants in the EGC condition and 105 participants in the CGC condition. The results indicate that job pursuit intention was significantly higher in the EGC condition than in the CGC condition (t = 1.991; p = 0.048), although the effect size was relatively small. Perceived authenticity had a strong positive effect on employer attractiveness (? = 0.689; p < 0 xss=removed>

These findings suggest that the effectiveness of EGC in recruitment is not determined solely by who communicates the message, but more importantly by whether the content is perceived as authentic and subsequently enhances the organization’s attractiveness as an employer. This study contributes to employer branding and recruitment practices by highlighting the importance of authentic employee communication in strengthening prospective candidates’ intention to pursue employment with an organization.

Kata Kunci : Employee-Generated Content, Company-Generated Content, Perceived Authenticity, Employer Attractiveness, Job Pursuit Intention, Employer Branding, Recruitment

  1. S2-2026-530906-abstract.pdf  
  2. S2-2026-530906-bibliography.pdf  
  3. S2-2026-530906-tableofcontent.pdf  
  4. S2-2026-530906-title.pdf