PROPOSED STRATEGY TO ATTRACT PROSPECTIVE EMPLOYEES IN PT QWORDS COMPANY INTERNATIONAL USING EMPLOYER BRANDING

• Main Author: Putri Muliasari (NIM: 29116384), Dian
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26624
• Institution: Institut Teknologi Bandung

PT Qwords Company International (Qwords) is one of SMEs that engaged in Technology Industry. Qwords established in 2005 as a service company in making website.This company is facing a situation that difficult to attract new talent. This makes difficulties for the company in the process of recruiting new employees. This problem affect to the company performance, because they can’t achieved the targets. The fulfillment of the needs of the employee should be done by the company so that the company can meet the targets that have been determined. To solve the problem, the company should have recruitment strategy to attract the prospective talent to apply the job vacancy in Qwords. One of the recruitment strategy that can be use is employer branding. Employer branding is basically a process of creating organizational image and making organizational identity. It also helps in recruiting talent saving time and budget and helps to overcome the shortage of talent. Employer branding has a relationship with recruitment because employer branding helps to attract prospective employees to apply a job in the company. <br /> <br /> <br /> This study began with identify the employer value proposition. The determination of employer value proposition is done externally and internally. Employer attractiveness (EmpAt) indicators developed by Berthonet al. (2005) used to determine employer value proposition. These indicators are used as a basis for conducting a survey of fresh graduate and student interest in the company as a place of work.From the survey results revealed there are 12 indicators that are considered important by the respondents. Those indicators become the concern in determining employer value proposition in the process of employer branding. Then an internal analysis of the opinions of employees who have experience in Qwords about the situation within the company related to the 12 indicators. From the 12 indicators, there are 9 factors that have been met by Qwords. This is the EVP of Qwords that will offered to prospective employees who can attract them to apply for jobs in Qwords. <br /> <br /> <br /> In this reseach, there are recommendations that Qwords can do to fulfill four other indicators that Qwords cannot fulfill. Those are career development by give more responsibility, making recognition from management program, such as employee of the month and employee of the year, and establish CSR activity.Employer branding is done by finding ways to communicate EVP to prospective employees in order to know the circumstances within the company in accordance with the wishes of prospective employees. The recommended way is to do promotion through online media, media social, job fair, and campus recruitment. In addition, by holding an internship program, business competition, forming brand ambassador, and increasing employee event. All of these things can be done to attract prospective employees to be interested and apply for jobs in Qwords. Qwords can meet the needs of vacant positions and can maximize the company's performance in providing products and services to customers. <br />