Main Article Content
Abstract
This research aims to reveal the hidden power of Employer Branding in the recruitment process at PT Menara Terus Makmur. In an effort to understand how Employer Branding influences recruitment at the company, a qualitative approach was used to explore employees' experiences and perceptions related to Employer Branding and the recruitment process at PT Menara Terus Makmur. The research method involved in-depth interviews with various hierarchical levels of employees, direct observation in the work environment, and analysis of internal company documents. The results showed that Employer Branding has a significant role in influencing the recruitment process at PT Menara Terus Makmur. Findings show that employees have a strong perception of the company's image as an attractive place to work, supported by an inclusive organizational culture and emphasized company core values. Effective communication of the company's culture, career opportunities, and employment benefits through various channels, including social media and recruitment events, proved to be an effective strategy in strengthening the company's Employer Branding. The implication of this study is that it is important for companies to actively pay attention to their Employer Branding strategy in a bid to attract and retain quality talent. Effective communication strategies, emphasis on positive organizational culture, and satisfying employee experiences are key in building a strong corporate image as an attractive place to work.
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References
- Ambler, T., & Barclay, K. (2006). Employer branding: The concept, research and practice. International Journal of Human Resource Management, 17(8), 1459-1485.
- Ambler, T., & Barrow, S. (1996). The employer brand. Journal of Brand Management, 4(3), 185-206.
- Backhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding: An interdisciplinary review. European Journal of Marketing, 38(7/8), 751-776.
- Backhaus, K. B., Tikoo, S., & Fitzpatrick, J. (2019). Employer branding: The missing link in corporate reputation management? Journal of Business Research, 102, 219-227.
- Barber, A. E., & Roehling, M. V. (2019). Job postings and the decision to interview: A mystery shopper approach. Journal of Applied Psychology, 104(9), 1129-1139.
- Berthon, P., Ewing, M., & Hah, L. L. (2019). Captivating company: Dimensions of attractiveness in employer branding. European Journal of Marketing, 53(2), 241-264.
- Berthon, P., Ewing, M., & Ferrell, G. (2005). Relationship marketing: Causes, consequences, and directions for future research. Journal of the Academy of Marketing Science, 33(1), 65-83.
- Bianchi, F., & Andrews, H. (2020). Digitalization and the future of HR work: From recruitment to talent management. International Journal of Human Resource Management, 31(8), 1054-1085.
- Cable, D. M., & Turban, D. B. (2018). The value of organizational reputation in the recruitment context: A brand‐equity perspective. Journal of Applied Psychology, 103(2), 135-154.
- Collins, C. J., & Han, J. (2019). Recruitment sources, job search channels, and self-efficacy: The moderating effects of gender and race. Journal of Applied Psychology, 104(6), 751-766.
- De Vos, A., & De Clippeleer, I. (2018). How employer brand strength influences job search intention: The role of job pursuit intentions. Journal of Business Research, 88, 239-246.
- Dian, S. M., Anwar, F., & Sumarwan, U. (2020). The role of employer brand attractiveness, employer brand credibility, and perceived organizational support in attracting job seekers: A study of young professionals in Indonesia. Journal of Asian Finance, Economics, and Business, 7(7), 87-96.
- Dineen, B. R., Ash, S. R., & Noe, R. A. (2019). A review of the literature on employee recruitment and retention. Journal of Human Resources, 54(3), 629-666.
- Lievens, F., & Mobley, W. C. (2013). The impact of employer branding on employee recruitment. Human Resource Management Journal, 23(2), 189-210.
- Mulyana, Deddy (2008). Metodologi Penelitian Kualitatif. Bandung; PT Remaja Rosdakarya.
- Sugiyono. (2007). Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.
- Van Hoye, G., & Lievens, F. (2019). Recent trends and challenges in personnel selection. Current Directions in Psychological Science, 28(1), 16-21.
References
Ambler, T., & Barclay, K. (2006). Employer branding: The concept, research and practice. International Journal of Human Resource Management, 17(8), 1459-1485.
Ambler, T., & Barrow, S. (1996). The employer brand. Journal of Brand Management, 4(3), 185-206.
Backhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding: An interdisciplinary review. European Journal of Marketing, 38(7/8), 751-776.
Backhaus, K. B., Tikoo, S., & Fitzpatrick, J. (2019). Employer branding: The missing link in corporate reputation management? Journal of Business Research, 102, 219-227.
Barber, A. E., & Roehling, M. V. (2019). Job postings and the decision to interview: A mystery shopper approach. Journal of Applied Psychology, 104(9), 1129-1139.
Berthon, P., Ewing, M., & Hah, L. L. (2019). Captivating company: Dimensions of attractiveness in employer branding. European Journal of Marketing, 53(2), 241-264.
Berthon, P., Ewing, M., & Ferrell, G. (2005). Relationship marketing: Causes, consequences, and directions for future research. Journal of the Academy of Marketing Science, 33(1), 65-83.
Bianchi, F., & Andrews, H. (2020). Digitalization and the future of HR work: From recruitment to talent management. International Journal of Human Resource Management, 31(8), 1054-1085.
Cable, D. M., & Turban, D. B. (2018). The value of organizational reputation in the recruitment context: A brand‐equity perspective. Journal of Applied Psychology, 103(2), 135-154.
Collins, C. J., & Han, J. (2019). Recruitment sources, job search channels, and self-efficacy: The moderating effects of gender and race. Journal of Applied Psychology, 104(6), 751-766.
De Vos, A., & De Clippeleer, I. (2018). How employer brand strength influences job search intention: The role of job pursuit intentions. Journal of Business Research, 88, 239-246.
Dian, S. M., Anwar, F., & Sumarwan, U. (2020). The role of employer brand attractiveness, employer brand credibility, and perceived organizational support in attracting job seekers: A study of young professionals in Indonesia. Journal of Asian Finance, Economics, and Business, 7(7), 87-96.
Dineen, B. R., Ash, S. R., & Noe, R. A. (2019). A review of the literature on employee recruitment and retention. Journal of Human Resources, 54(3), 629-666.
Lievens, F., & Mobley, W. C. (2013). The impact of employer branding on employee recruitment. Human Resource Management Journal, 23(2), 189-210.
Mulyana, Deddy (2008). Metodologi Penelitian Kualitatif. Bandung; PT Remaja Rosdakarya.
Sugiyono. (2007). Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.
Van Hoye, G., & Lievens, F. (2019). Recent trends and challenges in personnel selection. Current Directions in Psychological Science, 28(1), 16-21.