ABSTRAKSumber daya manusia yang kompeten merupakan aset penting dalam mencapai tujuanstrategis perusahaan. Sumber daya manusia yang kompeten ini diperoleh melaluiaktivitas rekrutmen. Keefektifan proses rekrutmen dapat dipengaruhi oleh faktoreksternal yaitu publisitas perusahaan dan strategi pengiklanan lowongan kerja yangefektif. Penelitian kuantitatif ini bertujuan untuk mengetahui pengaruh publisitasnegatif perusahaan dan spesifikasi iklan lowongan kerja terhadap job pursuit intentiondengan dimediasi oleh variabel attitude toward recruiting advertisement danorganizational attractiveness. Penelitian ini melibatkan 140 fresh graduate UniversitasIndonesia lulusan tahun 2013-2016. Hasil pengolahan data yang diolah denganmenggunakan Structural Equational Modelling (SEM) menunjukan bahwa job pursuitintention individu secara signifikan dipengaruhi oleh organizational attractiveness,publisitas negatif perusahaan, dan spesifikasi iklan lowongan kerja

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ABSTRACTCompetent human resources is an important asset in achieving company's objectives.These competent human resources is obtained by recruitment process. Theeffectiveness of recruitment process can be influenced by external factors, namelypublicity and job advertising strategy. This quantitative research aims to see the effectof negative publicity and job advertisement specification toward job pursuit intentionmediated by attitude toward recruiting advertisement and organizational attractiveness.This study involved 140 fresh graduate of Universitas Indonesian in 2013-2016. Thedata which processed by using Equational Structural Modeling (SEM) showed that jobpursuit intention is significantly influenced by organizational attractiveness, negativepublicity, and job advertisement specification;