PROPOSED EMPLOYER BRANDING STRATEGY TO LEVERAGE THE ATTRACTIVENESS OF THE ORGANIZATION AND INTENTIONS OF WORD-OF-MOUTH (CASE: CODEX POWERED BY TELKOM INDONESIA)

The digital revolution has transformed people’s lives and societies with unprecedented speed and scale, delivering immense opportunities as well as daunting challenges. Indonesia is in the main position of the trend of digital economic development in Southeast Asia which is predicted to grow three t...

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Bibliographic Details
Main Author: Willia Abdullah, Armeyditta
Format: Theses
Language:Indonesia
Online Access:https://digilib.itb.ac.id/gdl/view/49366
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Institution: Institut Teknologi Bandung
Language: Indonesia
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Summary:The digital revolution has transformed people’s lives and societies with unprecedented speed and scale, delivering immense opportunities as well as daunting challenges. Indonesia is in the main position of the trend of digital economic development in Southeast Asia which is predicted to grow three times to reach USD 240 billion in 2025. During 2019, Telkom posted revenue in which the digital platform and digital services contributed about six percent of the company's consolidated revenue. The Director of Telkom Digital Business Directorate (DBD) said that the digital business industry is a very dynamic and disruptive industry with high competition and for this reason, together with all the best talents in the Digital Business Directorate (DBD) Telkom, is committed to continuing to innovate, transform, and adapt to the needs and trends. With the high enthusiasm to develop Telkom digital products for Indonesia, Telkom certainly needs the best talent to make it happen. Since 2018, DBD has prepared a strategy so that DBD can meet the needs of digital talent by establishing CODEX powered by Telkom Indonesia or called CODEX. As a unit under DBD, CODEX plays a role as an internal digital talent recruiter or head hunter and a digital talent manager through its own website and talent management system. Restructured at the beginning of 2020, CODEX continues to improve its operational management activities and targeted to be able to hire more than six hundred digital talents for DBD in 2020 but from December 2019 to February 2020, it only reached an insignificant rate of success. In order to achieve this year’s objective, CODEX has a strategy by having an employer branding division in the body of the organization since 2019 with an objective to spread brand awareness. However, in order to maximize the employer branding activity, it requires observation and evaluation of the existing operational activities. Therefore, it can determine what is the best solution or strategy for the employer branding activity. This research used a qualitative method with collecting primary data through observation, in-depth interview with new joiners through CODEX, and the management of CODEX. The secondary data from internal and external also gathered to analyze the external and internal business environment by using the PESTEL framework, STP analysis, and strategy diamond model. To identify the business issue, the author used the talent journey map and recruitment data performance as the basis. After identifying the issue, the author tried to develop it all using Value Proposition Canvas and produced social appearance through social media and an informative digital platform as the solution for CODEX’s employer branding activity. By presenting the organizational warmth and organizational competence, CODEX could achieve the objective of the solutions to leverage the attractiveness of the organization and the intentions of word-of-mouth.