ALIGNING EMPLOYEE COMPETENCIES IN ACHIEVING CORPORATE GOALS TO COMPETE WITH ANOTHER AGENCIES

• Main Author: PUTRI AFRILI (NIM 29115385), AMANDA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/21004
• Institution: Institut Teknologi Bandung

The growth of Indonesian digital industry made Indonesia become the 29 <br /> <br /> <br /> <br /> <br /> th <br /> <br /> <br /> <br /> <br /> position among all <br /> <br /> <br /> <br /> <br /> countries and get 6 <br /> <br /> <br /> <br /> <br /> th <br /> <br /> <br /> <br /> <br /> position in South East Asia of internet penetration. The high rate of internet <br /> <br /> <br /> <br /> <br /> penetration is aligned with mobile user whereas Indonesia get 24 <br /> <br /> <br /> <br /> <br /> th <br /> <br /> <br /> <br /> <br /> position among all countries in <br /> <br /> <br /> <br /> <br /> the world. These facts impacted to digital tools usage for promotion channel and it also aligned <br /> <br /> <br /> <br /> <br /> with the growth of digital agency in Indonesia. <br /> <br /> <br /> <br /> <br /> Since 2008, the digital agency industry is growing rapidly due to high usage of social media as <br /> <br /> <br /> <br /> <br /> Corporates’ promotion tools. PT Komunika Maya Bestari (Communicaption) is one of start-up <br /> <br /> <br /> <br /> <br /> digital agencies that compete in the rapid competition of digital Industry Indonesia. As a new <br /> <br /> <br /> <br /> <br /> agency, Communicaption has 10 employee (team member) including its owner that cooperate in <br /> <br /> <br /> <br /> <br /> handling all client’s project and handling daily operational corporate needs. This situation force <br /> <br /> <br /> <br /> <br /> management to consider the Human Resource aspect to aligning employees with corporate goals. <br /> <br /> <br /> <br /> <br /> Preparing employees to compete with another agencies needs improvement in many aspects, <br /> <br /> <br /> <br /> <br /> competency is one of the main aspects. Communicaption usually find obstacles in high workload <br /> <br /> <br /> <br /> <br /> in handling client’s projects. The over workload become the impact of unbalanced competencies <br /> <br /> <br /> <br /> <br /> among employees, whereas in some condition some of the employees get overloaded duties. <br /> <br /> <br /> <br /> <br /> This final research project focus on analyzing employee and corporate condition in aligning <br /> <br /> <br /> <br /> <br /> employee competencies with corporate goals to compete with another agencies. Corporate need to <br /> <br /> <br /> <br /> <br /> analyze both internal and external factor, so they could make improvements in various aspects. <br /> <br /> <br /> <br /> <br /> This thesis ovjective is to analyze Communicaption position compare to the competitors in digital <br /> <br /> <br /> <br /> <br /> industry. Another objective of this thesis is to find a way in increasing employee competencies <br /> <br /> <br /> <br /> <br /> and also to find a way to strengthen Communicaption position to compete with another agencies. <br /> <br /> <br /> <br /> <br /> Using various methods such as workload analysis, competency analysis, IFE-EFE matrix, CPM <br /> <br /> <br /> <br /> <br /> Matrix and SWOT analysis, researcher found out that Communicaption has a various strengths in <br /> <br /> <br /> <br /> <br /> running their business, but in the other hand Communicaption also facing obstacles especially in <br /> <br /> <br /> <br /> <br /> internal corporate aspects. The obstacles that Communicaption have are related to employee <br /> <br /> <br /> <br /> <br /> competencies, yet researcher give recommendation for Communicaption to prioritize the <br /> <br /> <br /> <br /> <br /> increasing employee competencies to achieving their corporate goals. Another thing to be <br /> <br /> <br /> <br /> <br /> concerned is to prepare Communicaption so they ready to compete with another agencies using <br /> <br /> <br /> <br /> <br /> various strategies.