EMPLOYER BRANDING, SOCIAL MEDIA EXPOSURE, AND INSTITUTIONAL IMAGE ON YOUTH CAREER INTEREST IN THE POLICE SERVICE

Abstract

This study examines the role of employer branding, social media exposure, and institutional image in shaping young people’s career interest in the police service. The research population consisted of 7,995 final-year high school students in Palangka Raya City, with a purposive sample of 365 respondents. Data were collected through questionnaires and analyzed using Spearman’s Rho correlation, as the linearity test indicated that some variables did not meet the assumption of linearity. The findings show that all three variables are positively and significantly associated with career interest, with social media exposure emerging as the most dominant factor. This highlights the central role of digital platforms in shaping students’ perceptions and career aspirations, while employer branding and institutional image remain important in enhancing organizational attractiveness and fostering public trust. The study recommends that police institutions strengthen employer branding, optimize digital communication, and consistently build a positive institutional image to increase youth interest in pursuing careers in the police service.