characteristics analysis of Employer Brand Attractiveness on Indonesian Graduate Business School Students
RAHAYU, NIKEN LULIANTI (Adv.: Gugup Kismono, M.B.A., Ph.D.), Gugup Kismono, M.B.A., Ph.D.
Penelitian ini ditujukan untuk memetakan karakteristik-karakteristik dimensi dari employer brand dan tujuan-tujuan karir yang menarik para pencari kerja. Penelitian ini juga dilakukan untuk mengidentifikasi jenis-jenis komunikasi yang menarik bagi mereka. Penelusuran kemudian juga dilakukan berdasarkan perbedaan karakteristik responden. Walaupun banyak penelitian telah dilakukan dalam konteks dunia Barat dan beberapa negara maju di Asia, belum ada penelitian yang dilakukan di Indonesia dengan menggunakan sampel mahasiswa S2.
Penelitian ini mengadopsi metode penelitian kuantitatif. Pengukuran dilakukan secara kuantitatif melalui kuesioner dan kualitatif melalui aitem-aitem pertanyaan terbuka. Data diambil antara bulan Oktober sampai November 2011. Sampel terdiri dari 85 responden laki-laki dan 61 responden wanita. Ada 16 buah aitem yang digunakan untuk merepresentasikan dimensi-dimensi ketertarikan dari employer branding. Alat ukur telah dikonfirmasi untuk mempunyai validitas dan reliabilitas yang cukup.
Hasil analisis menunjukkan bahwa ada sejumlah aitem signifikan sepanjang karakteristik-karakteristik responden (jenis kelamin, umur, status pernikahan, prestasi akademik, pengalaman kerja, dan latar belakang ekonomi). Meskipun hasil dari tes-tes ANOVA untuk berbagai karakteristik responden menunjukkan bahwa tidak ada perbedaan di antara nilai rata-rata dimensi ketertarikan, perbedaan antara setiap kelompok untuk dimensi yang paling penting dan tidak penting masih dapat diobservasi. Dimensi RAO dan JC menjadi dimensi yang paling banyak dipilih sementara dimensi ERI secara konstan menjadi dimensi yang paling tidak penting di antara kelompok-kelompok responden. Temuan untuk aitem-aitem tujuan karir secara umum konsisten dengan teori ketertarikan pada organisasi. Meski demikian, walaupun pelu ada beberapa penekanan dalam menggunakan saluran-saluran komunikasi untuk menarik pecari kerja yang potensial, penggunaan kombinasi dari saluran-saluran tersebut sangat direkomendasikan.
Penelitian ini memberikan kerangka dasar bagi organisasi untuk membangun employer brand ketika berhadapan dengan mahasiswa-mahasiswa Indonesia. Organisasi secara spesifik bisa mentargetkan pencari-pencari kerja potensial dengan mengolah dimensi-dimensi tersebut berdasarkan temuan empiris. Namun demikian, konsistensi atau keselarasan antara imej dan pengalaman nyata di pekerjaan harus dijaga oleh organisasi agar secara sukses dapat membangun employer brand dan menumbuhkan loyalitas dan komitmen.
This research aimed to observe the characteristics dimensions of employer brand and its career goal items. It also intended to identify employer branding communications that were attractive to them. It examined their differences based on respondents characteristics. While many previous studies had been done in Western environments and several developed countries in Asia, the research had not yet been done in Indonesia using samples from Indonesian graduate school students.
A quantitative research design and methodology was adopted to conduct the research. The research relied on quantitative measures through self-administered questionnaire and qualitative measures through open-ended survey items. Data were collected from October through November 2011. The sample consisted of 85 male and 61 female respondents. There were 16 items used to represent the attractiveness dimensions of employer branding. The items were confirmed to have adequate validity and reliability.
Analysis on the research results showed that there were various significant items across the respondents characteristics (gender, age, marital status, academic achievement, working experience, and economic background). The differences between each group for the most and the least important dimension can still be observed. However, the results of all ANOVA Test for each respondent characteristics were not statistically significant. The Remuneration and Advancement Opportunities (RAO) and Job Characteristics (JC) dimensions appear to be the most favored while the Employer Reputation and Image (ERI) dimension has constantly appeared as the least important dimension among the groups. The findings for career goals items are generally consistent with the known theories of organizational attraction. Nonetheless, although there are several emphasis in utilizing the different communication channels to attract the target talents, combinations of the channels are still recommended.
The investigation of the attractiveness dimensions establishes an initial framework for organizations about where to start building their employer brand when dealing with Indonesian graduate students. Organizations can specifically target potential employees by managing the dimensions mix based on empirical findings. However, consistency or alignment between the employer brand image with the employment experience should be maintained by the organizations to successfully build the employer brand and promote loyalty and commitment.
Kata Kunci : ketertarikan pada organisasi, perusahaan ideal, tujuan karir, saluran komunikasi, manajemen sumber daya manusia, manajemen karyawan, employer branding, organizational attraction, organizational attractiveness, ideal employers, career goals, communication
