Employer branding and employee value proposition: The key success of startup companies in attracting potential employee candidates

Abstract Purpose: This study aims to analyze employer branding and employee value proposition on attractiveness in potential candidates of Startup Campuspedia Indonesia. Research methodology: uses quantitative research methods that are processed using Smart PLS software. The sampling technique used is proportional random with a total 51 samples. Results: results show have positive significant impact at Limitations: limitation this it only one startup company the field education as object has not several companies different backgrounds. Contribution: can be useful for Human Capital company's recruitment process next period an effort increase interest prospective employees work company.