Strategic plan for internal employer branding at Indonesia telecommunication company for the period 2024-2025

• Autores: Nurul Ghaisani, Eva Hotnaidah Saragih
• Localización: International Journal of Professional Business Review: Int. J. Prof.Bus. Rev., ISSN 2525-3654, ISSN-e 2525-3654, Vol. 9, Nº. 4, 2024
• Idioma: inglés
• DOI: 10.26668/businessreview/2024.v9i4.4652
• Enlaces
  • Texto completo (pdf)
• Resumen

  • Purpose: Amidst ongoing changes, employer branding is crucial for attracting and retaining top talent. Given the competitive job market, it's essential to establish the company as an appealing workplace. This study aims to develop an internal employer branding strategy for Company for 2024-2025 by analyzing current practices and identifying key areas for improving the employee value proposition, ultimately enhancing the company's attractiveness to employees.

      Methodology: This study utilizes a mixed-methods approach, comprising qualitative descriptive methods through interviews and survey with Company management and employees, and quantitative data collection via surveys distributed among employees, using a Likert scale to evaluate the importance and performance of the company's EVP.

      Findings: The research findings will demonstrate the critical importance of employer branding for both internal and external facets of the company. It will highlight the significant benefits of implementing employer branding internally as a corporate strategy for effective employee retention and management. Additionally, the insights gained will be invaluable for the company to understand employee expectations and fulfill promises to employees as an employer.

      Originality/Value: This research constitutes a valuable contribution to the literature on employer branding by reinforcing the pivotal role played by employer branding and corporate reputation as instrumental factors in the attraction and retention of employees within the organizational framework.

• Referencias bibliográficas
  • Ambler, Tim dan Barrow, Simon. 1996. The Employer Brand. Journal for Brand Management, 4, 185-206. https://doi.org/10.1057/bm.1996.42
  • Armstrong, M. (2006). A Handbook of Employee Reward Management and Practice. London: Kogan Page Limited.
  • Charak, K., & Zaware, N. (2020, February). Rethinking on Pawar and Charak’s Priority Model of Employee Value Proposition: Development...
  • Chawla, P. (2020). Impact of employer branding on employee engagement in business process outsourcing (BPO) sector in India: mediating effect...
  • Dessler, G. (2020). Human Resource Management, 8th edition. Personnel Review, 31(3). https://doi.org/10.1108/pr.2002.31.3.386.3
  • Edwards, M. R., & Edwards, T. (2013). Employee responses to changing aspects of the employer brand following a multinational acquisition....
  • Kucherov, D., & Zavyalova, E. (2012). HRD practices and talent management in the companies with the employer brand. European Journal of...
  • Lievens, F., & Slaughter, J. E. (2016). Employer image and employer branding: What we know and what we need to know. Annual Review of...
  • Martilla, J. A. & James, J. C. (1977). Importance-Performance Analysis. Journal of Marketing, 41(1), 77-79. http://dx.doi.org/10.2307/1250495
  • Miles, S. J., & Mangold, W. G. (2005). Positioning Southwest Airlines through employee branding. Business Horizons, 48(6), 535–545. https://doi.org/10.1016/j.bushor.2005.04.
  • Minchington, B. 2010. Employer Brand Leadership: A Global Perspective. Australia. Collective Learning.
  • Moroko, L., & Uncles, M. (2005). Employer branding: The case for a multidisciplinary process related empirical investigation. In S. Purchase...
  • Mosley, R. (2007). Customer experience, organizational culture and the employer brand. Journal of Brand Management, 15(2), 123-134. http://dx.doi.org/10.1057/palgrave.
  • Mosley, R. (2014). Employer Brand Management. Human Resource Management: Personnel Human Resource Management. Wiley.
  • Ouchi, W. (1981). Theory Z: How American business can meet the Japanese challenge. Business Horizons, 24(6), 82-83. https://doi.org/10.1016/0007-6813(81)90031-8
  • Sugiyono (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alphabet, Bandung.
  • Company Annual Report. (2022). Reach Beyond Empowering Nation. Retrieved January 28, 2023.
  • Theurer, C. P., Tumasjan, A., Welpe, I. M., & Lievens, F. (2016). Employer Branding: A Brand Equity-based Literature Review and Research...