EMPLOYER BRANDING PT. ASTRA INTERNASIONAL

Arianis Chan, Rivani ., Siti Fajarwati Azzahra

Abstrak


 

This study aims to analyze the implementation of employer branding implemented by PT Astra International. The research method used in this study is a qualitative method with descriptive type. The object of this research is Employer Branding. The results of the study provide information that innovation is the main key for PT. Astra International to survive in this competitive era, innovation is always supported by companies. Support is provided through the provision of innovation development platforms in the form of internal competition. In addition to the employer branding program implemented through internal employees, the employer branding program in the education pillar is carried out not only for universities, but also for all levels of education. The conclusion of this study is Employer Branding at PT. Astra International is implemented seriously and deeply because of the goals of the company's Employer Branding. PT Astra International has a strategic framework of "Winning Concept, Winning System & Winning Team", Astra is trying to improve the quality of Astra's people so that they can contribute and develop themselves to the maximum.  


Penelitian ini bertujuan untuk menganalisis implementasi employer branding yang dterapkan oleh PT Astra International. Metode penelitian yang digunakan dalam penelitian ini adalah metode kualitatif dengan jenis deskriptif. Objek dari penelitian ini adalah Employer Branding. Hasil penelitian memberikan informasi bahwa inovasi merupakan kunci utama bagi PT. Astra International  untuk tetap bertahan di era kompetitif ini, maka inovasi merupakan hal yang selalu didukung oleh perusahaan. Dukungan yang diberikan melalui penyediaan wadah pengembangan inovasi dalam bentuk kompetisi internal. Selain program employer branding yang diterapkan melalui karyawan internal, program employer branding dalam pilar pendidikan dilakukan tidak hanya untuk perguruan tinggi, tetapi juga ke seluruh jenjang pendidikan. Kesimpulan dari penelitian ini adalah Employer Branding pada PT. Astra International  diterapkan secara sungguh-sungguh dan mendalam karena tujuan dari Employer Branding perusahaan. PT Astra International memiliki kerangka strategis "Winning Concept, Winning System & Winning Team", Astra berusaha meningkatkan kualitas insan Astra sehingga mampu berkontribusi dan mengembangkan diri dengan maksimal.


      


Kata Kunci


employer branding ; employer attractiveness ; rekrutmen

Teks Lengkap:

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Referensi


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DOI: https://doi.org/10.24198/adbispreneur.v4i2.22547

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