PROPOSED EMPLOYER BRANDING STRATEGY TO ATTRACT PROSPECTIVE EMPLOYEES AND RETAIN CURRENT EMPLOYEES AT GRAND TJOKRO PREMIERE HOTEL BANDUNG

• Main Author: Puspita Ayu, Anastasia
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53080
• Institution: Institut Teknologi Bandung

Hotel Grand Tjokro Premiere is one of the famous 4 star local hotels in Bandung. The hotel, which was established in December 2015, is a great destination for guests from outside the city and a place to hold important events by in-town guests. Not only that, the hotel is crowd with students from vocational schools or tourism and hospitality colleges/universities which are doing internships or practical work. Although quite well known, company has difficulty to finding the right candidates, especially in certain positions. This problem certainly has an impact on increasing the workload for other employees in one department or cause department targets are not achieve, which can affects company performance. To respond to this problem, company needs employer branding strategy, so it can fulfill employment needs as soon as possible, especially in certain positions where it is difficult to find the right candidate. This research is conducted to design employer branding strategy, so company can provide information about the advantages of working at the company, the perceived benefits, and being the employer that job seekers need. The research starts from identifying and determining company employer attractiveness from internal (PKWT employees) and external (final year students and active job seekers) perceptions by distributing questionnaires. Researcher used employer attractiveness scale (EmpAt scale) as the research instrument contained in the questionnaire section. In addition, researcher conducts interviews with one employee representative for each department to find out a picture of the work environment in the company. The results of the questionnaire are combined with the results of the interview. There are 13 indicators that describe the working conditions of the company that are also in demand by job seekers, and there are 4 indicators that are less reflected in company that are also less attractive to job seekers. Furthermore, these 13 indicators are simplified into 4 parts as employer value proposition. After that, researcher designs and proposes an employer branding strategy based on the employer value proposition to attract prospective employees, so company can find the right candidate more quickly. This strategy is also to improve 4 indicators that are not reflected in the company in an effort to make the company as a great place to work. There are 5 proposed employer branding strategies that can be implemented at Grand Tjokro Premiere Hotel. First strategy is company needs to make a short and catchy slogan or motto that describes the company itself. Furthermore, company needs to create official social media account specifically for employee promotion, work activities, and spread job vacancies, or use the official social media account of SAS Hospitality (the management of Grand Tjokro Premiere Hotel) to do the things above. Also, company needs to make interesting documentation about employees, their work activities or work environment, and employee testimonies while working at the company to be uploaded to official social media account of Grand Tjokro Premiere Hotel or SAS Hospitality. Third, employees are expected to have accounts on professional websites (such as LinkedIn) and provide testimonies about the company on the company's official account. Next, company needs to make short and interesting yells that will always be chanted in every briefing session before starting work. Finally, i the company compiles or buys a dictionary that contains Sundanese customs, culture, proverbs, and folk tales which will be read every Wednesday in line with the program of Kota Bandung government, Rebo Nyunda. This proposed strategy is not only to attract candidates to apply for jobs, but also to keep PKWT employees feel happy working at the company. So in the end, the company will have no trouble finding the right PKWT employee candidates, as well as increasing the morale of current PKWT employees.