#TITLE_ALTERNATIVE#

• Main Author: PRIMA GAMADITA (NIM 29106024), BIMA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/7436
• Institution: Institut Teknologi Bandung

Endless impact of monetary and economic crisis on 1997-1998 has caused public untrustworthy on national banking business industry and also untrustworthy of FT (Fresh Talent) from top tier universities interest in dedicating at its organization. Regarding FT's interest on place to work, survey data on 2000 showed that companies which appear on FT's top of mind was dominating by foreign and multinational companies that running on mining/oil business, consumer goods, and another business area besides banking business. Based on last survey data on 2007, FT's candidate interest have moved causing by local companies rising, especially at banking industry, and telecommunication industry as their chosen place to work. That fact gives a good news for Indonesia national banking business industry, because they realized that High Quality HR/talented people is one of important factor in supporting the success and development of company business.<p> <br /> <br /> <br /> <br /> <br /> <br /> FT's interest from top tier universities in decide the chosen company as their place to work is a first issue that bring the competition from companies in winning talented people to become their company's asset (Talent War Issues). Survey data showed that XYZ position as a FT's chosen place to work is still low, which only 2% from total respondent who state their interest to work at Danamon when they graduate from their university. The main cause from that problem is a XYZ's bad company image as a good place to work from FT's Candidate, and the factors that can improve XYZ company image as a good place to work are company values, channeling, internal branding, and company image. The first focus main problem that found in XYZ is less implementation on channeling factor, which showed from the collaboration with third parties (top tier universities, student's organization) that still not maximal yet, and the second focus main problem is less implementation on company image factor, which related with company brand name improvement effort through Corporate Communication division, and the forming of FT's awareness through HR Communication Program in order to deliver a thorough information related with XYZ to top tier university's FTs.<p> <br /> <br /> <br /> <br /> <br /> <br /> The focus business solution that use to overcome this problem is by developing a below the line (BTL) HR Communication Program alternatives, which is with BTL activity, will enable to occur a two way communication from communicator (internal employee) with their communicants (FT). Based on survey data, the most effective source of FT's awareness to a companies as a chosen place to work are from relation with company's internal employee, not from other media such as internet and mass media, so the BTL HR Communication Program improvement will be the most effective effort on creating FT's awareness in order to raise their interest to choose XYZ as their place to work. From several BTL HR Communication Program alternatives, the most potential program to overcome the problem is XYZ Schooling program.