Digital Transformation and Corporate Values in Enhancing BUMN Employer Attractiveness to Generation Z

The growing presence of Generation Z in the labor market challenges State-Owned Enterprises (BUMN) in Indonesia to adapt their organizational strategies and digital transformation efforts to attract young talent. This study examines how corporate values influence the intention of Generation Z to pursue careers in BUMN, with organizational attractiveness acting as a mediating variable. The research integrates the AKHLAK core values framework Trustworthiness, Competence, Harmony, Loyalty, Adaptability, and Collaboration—while highlighting the role of digitalization in shaping public sector employer branding. A quantitative approach was adopted, involving a structured online survey with 311 Gen Z respondents. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS software to assess both direct and indirect relationships between variables. Results reveal that strong alignment between corporate values and personal values significantly enhances organizational attractiveness, which in turn positively affects intention to apply. The model demonstrates a high explanatory power, with 65.9% of the variance in application intention accounted for. Findings also emphasize that BUMN’s implementation of inclusive partnerships and digital innovation strategies contributes to a more appealing image for tech-savvy job seekers. This research offers theoretical contributions to human capital development and practical insights for public sector reform, particularly in the context of digital-era talent acquisition. It concludes that reinforcing value-based culture alongside ongoing digital transformation can improve BUMN’s strategic positioning to attract and retain the next generation of professionals.