IDENTIFYING DETERMINANTS OF EMPLOYER BRANDING FOR FINALYEAR UNDERGRADUATE STUDENT IN ITB

• Main Author: Aulia Salsabila (19015211), Novira
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/29731
• Institution: Institut Teknologi Bandung

The current challenges of the company are increasingly diverse in the labor market. The company realizes <br /> <br /> that it is important to have a quality workforce and start flocking to become an employer of choice. Employer <br /> <br /> Branding strategy is considered effective in attracting potential workforce desired by the company. As one <br /> <br /> of the best universities in Indonesia, students and graduates from Intitut Teknologi Bandung (ITB) become <br /> <br /> a challenge for many companies. In addition, other challenges faced by companies today are the millennial <br /> <br /> generation that began to dominate the workplace. Technological advances drive changes in the behavior of <br /> <br /> the workforce, especially millennia. Millennials are brave to sue the company and expect the company's <br /> <br /> benefits in line with their lifestyles and values. Therefore, this study attempts to identify Identify the the <br /> <br /> determinants of employer branding in attracting ITB students to seek employment. Data were collected by <br /> <br /> using quantitative methods through questionnaires distributed to respondents via online media. The method <br /> <br /> used for this study is the principal component Analysis (PCA) in which this method is used to reduce the <br /> <br /> number of variables of origin into new factors less. For ITB as a whole of the 25 original variables only <br /> <br /> seven factors that really affect Employer Branding are Self Development, Interesting Work, Financial <br /> <br /> benefits, Social Relationship, Work Life Value, Self Esteem, and competitiveness. For Natural Sciences of <br /> <br /> 20 variables origin only six factors that really affect Employer Branding Involvement, Interesting work, self <br /> <br /> development, good compensation. For Engineering Cluster of 23 variables origin only seven factors that <br /> <br /> really affect Employer Branding that is self development, interesting work, financial benefits, social <br /> <br /> relationship, and work life value. For ITB Social Sciences, Arts, and Humanities Cluste of 18 origin variables <br /> <br /> are only mere factors that really affect Employer Branding are financial benefits analysis, self development, <br /> <br /> involvement, social relationship, work environment.