PROPOSED STRATEGY TO INCREASE PROSPECTIVE CANDIDATES’ INTENTION TO SUBMIT A JOB APPLICATION: A CASE STUDY OF PT TOWER BERSAMA GROUP

• Main Author: Kintan, Salsabilla
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53020
• Institution: Institut Teknologi Bandung

This study aims to assist PT Tower Bersama Infrastructure Tbk (TBIG) to attract prospective candidates’ intention to submit a job application by identifying the drivers and creating proposed solution. TBIG is a company that focused on providing independent tower rental services for telecommunication purposes and has succeeded in supporting the rapidly growing telecommunication industry and raising many companies' names within the industry. Today, TBIG is still faced with a challenge in the recruitment process, specifically in terms of attracting prospective talents to submit a job application at the company. Since its business model is Business-to-Business (B2B), they are less known than Business-to-Consumer (B2C) company as an employer even when it has grown steadily throughout the years. In the current competitive labor market, organizations compete to have the best people within their organization to achieve their objectives. However, most candidates with high qualifications have stronger bargaining power and tend to apply for jobs at reputable employers. During TBIG's last recruitment process for the future managerial position, called TBIG Leader Development Program (TLDP) Batch Two, only 25.8% of applicants matched with their candidate persona. TBIG wants to increase this percentage by attracting top talents into applying for jobs at the organization because it increases its chances for future growth and success as they are particularly the best of the best people with a huge potential that can be optimized by the company. The research model and variables in this study were developed and synthesized from previous research. The drivers of the intention to submit a job application were explored using employer brand attractiveness, consisting of value of interest, social value, economic value, development value, value of cooperation, CSR and citizenship value, and social media use, intervened by brand equity. 100 questionnaires were distributed to targeted respondents using non-probability sampling, specifically purposive sampling. This study found social value and development value to be the drivers, significantly increasing the prospective candidates’ intention to submit a job application at TBIG. Social media use was also found to enhance brand equity; nonetheless, it did not significantly increase the prospective candidates’ likelihood of applying for a job to the organization. Based on the findings, the author proposes a set of strategies to increase the number of candidates who match TBIG’s criterion.