IDENTIFYING EMPLOYER BRANDING FACTOR IN BANK XYZ TO INCREASE EMPLOYEE RETENTION FOR MILLENNIAL GENERATION

• Main Author: Primanandri Auditya, Razqivalia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64548
• Institution: Institut Teknologi Bandung

Millennial Generation or commonly called Generation Y is a group that moves ages at the current workplace. As a new generation with the most participation in the workplace, the problems that companies need to get away with their employees will certainly change. Millennials employees often move workplaces and settle in one company with a shorter time than previous generations. This condition occurred in one of the banks named Bank XYZ. With the high number of millennial employees, the number of employees resigning from 2017 to 2018 is also high. To be able to stop the company's resignation that occurred at this time, a strategy that can be improved internally by the company to manage retention is employer branding. The company must make a strategy in branding an internal employer. The purpose of this study is to improve company branding factors to increase employee retention. Data were analyzed using multiple linear regression methods to find out the dominant variable that influenced the dependent variable. This study found work-life balance, appreciation, company brand strength, and good salary, and work environment are factors that have a significant influence on employee retention. Of all the variables, good salary has the most major impact on employee retention and Bank XYZ was suggested to review the compensation strategy to see whether the salary is already appropriate, salary surveys on competitors in the same industry also can be conducted to find out whether the salaries are competitive enough.