The Effect of Employer Branding, Personal Branding, and Social Media Recruitment on Digital Human Resource Quality

Abstract

Purpose: This study aims to analyze the effect of employer branding, personal branding, and social media recruitment on digital human resource quality at Surya Toserba Cirebon.

Design/methodology/approach: This research applies a quantitative approach with a causal-associative design. Data were collected through questionnaires distributed to 130 employees using a Likert scale. The sample size was determined using the Slovin formula with a 5% error rate. Data were analyzed using multiple linear regression with SPSS, including validity, reliability, and classical assumption tests (normality, multicollinearity, and heteroscedasticity).

Findings: The results show that employer branding, personal branding, and social media recruitment have a positive and significant effect on digital human resource quality, both partially and simultaneously. Social media recruitment has the strongest influence. The coefficient of determination (R² = 0.570) indicates that 57% of the variation in digital human resource quality is explained by the three independent variables.

Practical implications: Organizations are encouraged to strengthen employer branding strategies, support the development of employee personal branding, and optimize social media recruitment to improve digital workforce quality in the digital transformation era.

Originality/value: This study integrates employer branding, personal branding, and social media recruitment simultaneously in a regional retail company context, which remains limited in previous research.