#TITLE_ALTERNATIVE#

• Main Author: RENNY CHRISTIANA (NIM: 29108361); Pembimbing : Dr.Ir. Nurianna Thoha, MBA, RIA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/19300
• Institution: Institut Teknologi Bandung

Talent is scarce, companies fight for top performer to growth and sustains the business. To attract talent, employer branding is one of the hottest strategy that many companies currently attempt to do. Employer branding is a strategy that company implement to create best place to work perception on employees' mind. It designs the long term strategy to manage potential and current employees' perceptions to recruit and retain its <br /> <br /> <br /> top performer. "Creating a distinct employer brand is now on the top of the list of priorities for most of key organizations" (Collins, 2001). Branding is vital terminology in marketing discipline. Good branding will lead into sustainable sales performance. Marketers are working closely on branding aspect to deliver the expected messages to target consumer. It required a robust strategy to set favorable brand attributes and communicate accurately to obtain consumer awareness, <br /> <br /> <br /> preference and usage. The reason behind the branding practice is competition. Branding help consumer to <br /> <br /> <br /> decide which product or service relevant to their need and want. In today's world, organizations are competing to recruit talents. Human resources professionals starts to look at branding exercise as a way to help top talents to decide on their employment. Employer branding is a targeted, long-term strategy to manage the awareness and perception of employees, potential employees and related stakeholder with regards to <br /> <br /> <br /> particular firm (Backous & Tikoo, 2004). If marketing build brand to attract consumer, employer branding is designed to attract its potential and current talent. The approach is similar but the tool required is difference. PT. XYZ is global oil and gas company that operate in 90 countries. The company listed on number 14 out of 50 companies as preferred employer in 2010 for enginering background students (Universum, 2010). The challenge that company face is the declining rank compare to previous year. This is the result of increasing people concern on environment, also oil and gas is now considered as a sunset industry. Based on the two facts explain above, it is interesting to explore more on branding strategy on human resources world, and also to understand the corelation between employer branding and employee satisfaction and loyalty. The result of this quantitative research is based on random sampling survey of 44 respondents of PT.XYZ employees conducted on 1-14 Feb 2011. There are five employer branding components being measured which are work environment, compensation and benefit, brand and corporate reputation, company culture and enviroment and work life balance. The research reveals that there are still perception gap between employee and company expectation. Whilst to measure degree of relationship of employer branding and satisfaction and loyalty, Chi-Square analysis is being used. The result of Chi-Square score indicate that there is significant relationship <br /> <br /> <br /> between employee branding with employee satisfaction. But there is no relationship between employee branding with loyalty. The discussion on the finding can be very profound. It provides many useful information for future employer branding development. However, the development of employer brand has to be part of strategic company plan and get fully support from the senior management. <br /> <br /> <br /> This employer branding research study is only begining of very exciting explorative study that can be conducted on the new field that connect human resources, marketing communication and public relation. Understand the important of this field, it can be conclude that this field will be continously evolving, and widely implement by companies in the future.