Companies must have a competitive strategy that can improve quality and competitive advantage in today's increasingly competitive environment. Competition is not limited to the acquisition of customers; competition for highly capable employees is one form of competition for enhancing the value of a company. It is inextricably linked to the increasing number of start-up companies and companies developing their business in fields that did not previously exist. Start-ups have become one of the dream companies for young job seekers. In contrast to established companies, however, the untested stability of start-ups necessitates that start-ups be efficient if they wish to survive. This business's sustainability is a significant indicator of job seekers interest in applying to it. this study aimed to analyze the effect of the employer attractiveness value (interest, social, economic, development, and application), social media use on branding and recruitment activities and business sustainability as factors that shapes corporate reputation on the intention to apply to start-up companies on generation Y and Z in greater Jakarta Area. Non-probability sampling with non-probability method was used to obtain 145 respondents in generation Y and Z of greater Jakarta area. Furthermore, data was collected through online questionnaires and analyzed through partial least squares equation modeling (PLS-SEM). The findings revealed that business sustainability and social media use has a significant effect on corporate reputation, which makes generation Y and Z job applicants interested in applying to a company. Meanwhile, employer attractiveness has not significantly affected the corporate reputation. In summary, the corporate reputation, as mediating factor, has significantly affected the intention to apply.