Exploring Work Values, Job Interest and Willingness to Apply On-Farm Occupation (Case Study: IPB University Students) Sri Nur Elita Ermis 1 , Anggraini Sukmawati 2 , Farit M Afendi 3 and Nor Siah Jaharuddin 4 {elita_3010@apps.ipb.ac.id 1 , anggrainism@apps.ipb.ac.id 2 , fmafendi@gmail.com 3 } Management Department, Faculty of Economics and Management, IPB University, Babakan, Dramaga, Bogor, West Java, 16680, Indonesia 1,2 Statistics Department, Faculty of Mathematic and Natural Science, IPB University, Babakan, Dramaga, Bogor, West Java, 16680, Indonesia 3 Abstract. Society’s confidences of business are changing, and an increasing act of applicants pre-assess the societal and environmental execution of companies before choosing an employer. This study aims to analyze the differences in work values among students in IPB University to find out the type of work they enjoy so they can work in companies that are in accordance with their talents and interests. Descriptive statistical and PLS-SEM analysis were used to analyze the effect of work values to job interest and willingness to apply on-farm occupation.This paper used probability sampling with stratified random sampling technique and got 217 samples. There are five dominant values; ethics and integrity, responsibility, work conditions, opportunity of personal growth and use of ability and knowledge in work. Work values effects job interest positive significantly but work values is not affects willingness to apply significantly. Dominant factor of job interest is colleague/ family influence. Keywords: Career choice, competency, generational Diversity, PLS-SEM, work ethics. 1 Introduction Workforce demographic are changing (Armstrong & Crombie 2000). While this may not be happening as fast as once predicted due to the poor economy, employee demographic are shifting toward a more diverse mix of employees (Murphy 2011). Currently students was born in 1998-2001 (Cran 2014) so they belong to Generation Z will enter the workforce in the next 2-3 years. Their expectations of first job are realistic. Generation Z always try a new skills to get a meaningful work so they can enjoy the life (Mathew 2016). Barr (2017) found the characteristic of Generation Z are interest in technology, less brand loyalty, have more positive attitude, but less brand loyalty and are much less likely to choose farming as an occupation. ICoSMI 2020, September 14-16, Indonesia Copyright © 2021 EAI DOI 10.4108/eai.14-9-2020.2304406