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Employer Branding and Career Development Effects on Generation Z Employee Retention in Banking

Aptisi Transactions on Technopreneurship (ATT) · Vol. 9 No. 1 (2026) · hlm. 36–49

DOI
10.34306/att.v9i1.815
ISSN
2656-8888, 2655-8807
Terbit
2026-10-27
Penerbit
Pandawan
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

Employee retention among Generation Z has become a strategic challenge in the banking industry context Indonesia, especially in the digital landscape transformation and rapidly changing labour market dynamics. This research explores the impact of employer branding in addition to career progression on Generation Z the maintenance of employees by means of Job satisfaction as a mediating factor. This research employs a quantitative methodology using a framework for testing the causal links between the variables in a study design. Generation Z workers at Indonesia's national and regional development banks make up the study population. Selective sampling was applied utilizing a sample of 150 participants who met the inclusion criteria. An online survey was used to collect the data, which was then analyzed using partial least squares structural equation modeling. The analysis reveals that employer branding and career development positively and indirectly impact Staff retention by work satisfaction. The results underscore the significance of strong employer brand identity strategies and structured career development programmes in enhancing loyalty and job satisfaction among young employees. The practical implications of this study are that banking organizations need to optimise their corporate image communication and provide career development pathways tailored to the needs of Generation Z to retain top talent.

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6 penulis · 11 tautan kepenulisan bersama · 3 lintas organisasi

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  • Indonesia Open University
  • Universitas Sebelas April
  • Universitas Raharja
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  • Organisasi berbeda
  • Organisasi sama
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Rekan penulisOrganisasiArtikel bersama
Ninda LutfianiUniversitas Raharja1
Fatia FatimahIndonesia Open University1
Andriyansah AndriyansahIndonesia Open University1
Venty Fitriany NurunisaIndonesia Open University1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://att.aptisi.or.id/index.php/att/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">Employer Branding and Career Development Effects on Generation Z Employee Retention in Banking</dc:title>
	<dc:creator xml:lang="en">Yakin, Ipa Hafsiah</dc:creator>
	<dc:creator xml:lang="en">Perez, Carlos</dc:creator>
	<dc:subject xml:lang="en">Banking</dc:subject>
	<dc:subject xml:lang="en">Employer Branding</dc:subject>
	<dc:subject xml:lang="en">Career Development</dc:subject>
	<dc:subject xml:lang="en">Job Satisfaction</dc:subject>
	<dc:subject xml:lang="en">Generation Z</dc:subject>
	<dc:description xml:lang="en">Employee retention among Generation Z has become a strategic challenge in the banking industry context Indonesia, especially in the digital landscape transformation and rapidly changing labour market dynamics. This research explores the impact of employer branding in addition to career progression on Generation Z the maintenance of employees by means of Job satisfaction as a mediating factor. This research employs a quantitative methodology using a framework for testing the causal links between the variables in a study design. Generation Z workers at Indonesia's national and regional development banks make up the study population. Selective sampling was applied utilizing a sample of 150 participants who met the inclusion criteria. An online survey was used to collect the data, which was then analyzed using partial least squares structural equation modeling. The analysis reveals that employer branding and career development positively and indirectly impact Staff retention by work satisfaction. The results underscore the significance of strong employer brand identity strategies and structured career development programmes in enhancing loyalty and job satisfaction among young employees. The practical implications of this study are that banking organizations need to optimise their corporate image communication and provide career development pathways tailored to the needs of Generation Z to retain top talent.</dc:description>
	<dc:publisher xml:lang="en">Pandawan</dc:publisher>
	<dc:date>2026-10-27</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://att.aptisi.or.id/index.php/att/article/view/815</dc:identifier>
	<dc:identifier>10.34306/att.v9i1.815</dc:identifier>
	<dc:source xml:lang="en">Aptisi Transactions on Technopreneurship (ATT); Vol. 9 No. 1 (2027): March; 36-49</dc:source>
	<dc:source xml:lang="id">Aptisi Transactions On Technopreneurship (ATT); Vol 9 No 1 (2027): March; 36-49</dc:source>
	<dc:source>2656-8888</dc:source>
	<dc:source>2655-8807</dc:source>
	<dc:source>10.34306/att.v9i1</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://att.aptisi.or.id/index.php/att/article/view/815/574</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2026 Ipa Hafsiah Yakin, Carlos Perez</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>