Analisis Keterkaitan Employer branding dan Portofolio talent terhadap Minat Berkarier di Sebuah Perusahaan

Hariyadi, G a r r e n t R e i v ener Michael and SUSILOWATI, MG. WESTRI KEKALIH (2023) Analisis Keterkaitan Employer branding dan Portofolio talent terhadap Minat Berkarier di Sebuah Perusahaan. Jurnal Bahana Manajemen Pendidikan, 12 (2). pp. 64-72.

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Abstract

Compared to natural resource components, human resources are the most critical aspect of organizations. Employer Branding facilitates transformation of an organization's management structure, thereby facilitating recruitment. Therefore, corporate branding, one of which is GoJek, is vital to attract new employees and ensure that the company will get qualityones. This shows that company branding from a talent perspective influences talent's interest in pursuing careersin it as the first hypothesis. The talent's desire to build a portfolio supports itself in applying for jobs, so the more portfolios, the greater the type of company the talent will apply for, as the second hypothesis.The relation between employer branding and talent with interest of work had been study theoretically but hadn’t being researched in start up such as GoJek with students as the talent.This research aims to determine the existing state of employer branding, talent portfolio, and career interests to prove hypotheses in this research. This research was conducted on students from A-accredited universities in Semarang with117 respondents. Perceptional data was quantified using a Likert scale and divided into five categoriesof assessment, with analysis carried out by quantitative descriptive analysis and linear regression. The linear regression results show that company branding from the perspective of prospective workers/talents influences the talent's intention to pursue careersat GoJek. Meanwhile, a talent's portfolio/employee does not significantly influence talent's intention to pursue a career at GoJek. Therefore, GoJek Company needs to implement a strategy focusing on employee development, community engagement, and customerservice.

Item Type:	Article
Subjects:	600 Technology (Applied sciences) > 650 Management > 658 Management > Recruitment and Selection 600 Technology (Applied sciences) > 650 Management > 658 Management 600 Technology (Applied sciences) > 650 Management > 658 Management > Human resource development
Divisions:	Faculty of Economics and Business > Department of Management
Depositing User:	Ms MG. Westri Kekalih
Date Deposited:	28 Feb 2024 00:41
Last Modified:	28 Feb 2024 00:41
URI:	http://repository.unika.ac.id/id/eprint/34801

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