This case study explores the strategies employed by The Hermitage, A Tribute Portfolio Hotel in Jakarta, to build a compelling employer brand that appeals to Generation Z. With the hospitality industry facing significant challenges in attracting and retaining young talent especially from Gen Z pool, the study focuses on innovative recruitment practices tailored to the unique preferences and values of the Gen Z workforce. Through an analysis of The Hermitage's recruitment campaigns, engagement initiatives, and brand positioning, the study tries to find effective methods to enhance employer appeal and improve employee retention among Gen Z candidates. Key findings demonstrate the importance of aligning corporate values with those of Gen Z, leveraging social media and digital platforms, and creating a work environment that promotes growth, inclusivity, and work-life balance. The study provides actionable insights for hospitality businesses and professionals seeking to attract and retain the next generation of talent.

Keywords : The Hermitage, Tribute Portfolio Hotel, Jakarta, employer brand, Generation Z (Gen Z), hospitality industry,