How does the mediating role of the use of social media platforms foster the relationship between employer attractiveness and generation Z intentions to apply for a job?

Abstract The way Jobseekers apply for jobs has drastically changed due to the rise of digital technology. With the rise of social media Jobseekers nowadays typically utilize social networking sites or other online platforms to look for work and it has made it a vital part of the labor market, especially among the young generation. The aim of this research was to determine the mediating effect of Social Media Platforms on the relationship between Employer Attractiveness and Generation Z intentions to apply for a job. The researchers use a Judgmental sampling method among fresh graduates and final-year students of number of Private universities in Egypt. Structure Equation Modeling were then used to analyze the data. The finding of this research revealed that Social Media Platforms has a mediating effect on the relationship between Employer Attractiveness and Gen Z intentions to apply for a job. Moreover, when it comes to choosing an employer, the younger generations prioritize economic value, social value, Reputation and development-interest factors over the application-diversity, working environment aspects, and management and work life balance. Furthermore, this research revealed that, the significance of certain aspects of a job change depending on the participants' educational level and the study's program. The contribution of this research provides valuable insight into how employers are perceived by young job seekers. They can also be used to develop effective recruitment strategies and improve the communication between HR professionals and candidates.