PROPOSED EMPLOYER BRANDING WITH CORPORATE SOCIAL RESPONSIBILITY TO IMPROVE EMPLOYEE ENGAGEMENT (CASE STUDY: NIMO LAND GROUP)

• Main Author: Vynka Fakhira, Nabilla
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/84312
• Institution: Institut Teknologi Bandung

Nimo Highland, a subsidiary of Nimo Land Group in Bandung, faces significant challenge with a high employee turnover intention rate of 35.16% in 2023, indicating low employee retention. One contributing factor is the lack of employee engagement. This reserach aims to identify factors that can increase employee engagement at Nimo Highland and propose solutions for implementing an employer branding strategy integrated with Corporate Social Responsibility (CSR) initiatives. A quantitative research design was adopted, starting with a preliminary interview and collecting primary data through surveys from 36 employees. The questionnaire measured dimensions of the Employee Value Proposition (EVP) framework which focus on toursim sector, including Interest Value, Social Value, Economic Value, Development Value, and Application Value as employee engagement indicators, alongside employee perceptions of the company's CSR initiatives. The analysis showed significant impact of Economic Value (T-statistic 2.225, significance level 0.034), Development Value (T-statistic 3.196, significance level 0.003), and Implementation Value (T-statistic 3.683, significance level 0.001) on CSR, indicating these factors positively influence employee engagement. Recommendations for employer branding strategies include offering competitive compensation, transparent financial updates, investing in employee training and career development, and creating meaningful job roles with recognition programs. Additionally, CSR initiatives such as community involvement, environmental sustainability, and educational outreach are proposed to enhance employer branding. By implementing these strategies, Nimo Highland can significantly improve employee engagement, aligning with the company’s growth objectives and creating a positive organizational culture. Further research could explore integrating different employee engagement strategies to achieve even higher retention and satisfaction levels.