Program Magang Bersertifikat Kampus Merdeka: Strategi Pencitraan Perusahaan (Employer Branding) melalui Rangkaian Training PT Bank BUMN X (Persero) Tbk. dalam Perspektif Motivasi Pelayanan Publik

ADNA TABRIZA ZAHRATAMA, Nurul Dwi Purwanti, S.I.P., M.P.A.

2024 | Skripsi | ILMU ADMINISTRASI NEGARA (MANAJEMEN DAN KEBIJAKAN PUBLIK)

Penyusunan laporan Magang Bersertifikat Kampus Merdeka di PT Bank BUMN X (Persero) Tbk. secara garis besar bertujuan untuk mengetahui juga memperkaya bukti sekaligus memberikan gambaran empiris terkait studi Motivasi Pelayanan Publik (Public Service Motivation/PSM) maupun strategi Pencitraan Perusahaan (Employer Branding/EB) yang dilakukan oleh PT Bank BUMN X (Persero) Tbk melalui rangkaian training di sektor publik dengan memperluas lingkup pada BUMN & program pemerintah yang cukup baru seperti Magang Bersertifikat Kampus Merdeka melalui penyajian data yang teruji ilmiah. Pengambilan data pada peyusunan laporan magang ini dilakukan menggunakan tiga cara yakni observasi partisipatoris kurang lebih tiga bulan, wawancara, dan studi literatur termasuk dokumen-dokumen pendukung. Beberapa temuan penting yang dijabarkan pada tulisan ini mencakup tiga fase strategi EB yang dilakukan melalui rangkaian training pada Program Magang Bersertifikat Kampus Merdeka yakni EB eksternal yang dilakukan sebelum training terselenggara melalui sosialisasi program menggunakan sosial media, kerjasama dengan perguruan tinggi di seluruh Indonesia, dan penguatan reputasi sebagai institusi profesional yang tercermin dalam proses seleksi yang diimplementasikan secara terstruktur. Kemudian, EB internal yang dilakukan melalui tiga jenis konsep pelatihan yakni In-class training, On the Job Training, dan presentasi akhir. Terakhir, monitoring-evaluasi yang menyasar pada peserta, mentor dan implementasi Program Magang Bersertifikat Kampus Merdeka. Dilihat dari perspektif PSM, dalam membina ketertarikan dan komitmen terhadap proses kebijakan publik, upaya sosialisasi program dan kegiatan In-class sudah berhasil memfasilitasi agenda tersebut karena training sudah cukup memberi gambaran terkait budaya maupun lingkungan kerja PT Bank BUMN X (Persero) Tbk. Namun, On the Job training masih belum bisa sepenuhnya berhasil memfasilitasi hal tersebut. Sedangkan pada poin penyelarasan sikap dan nilai-nilai kepublikan, sudah terimplementasi sejak proses seleksi dimulai dengan menerapkan culture-fit hiring process Di sisi lain, kegiatan In-class training maupun On the Job Training belum bisa mengeksekusi poin tersebut dengan optimal. Meski begitu, melalui pelaksanaan presentasi akhir dan adanya monitoring dan evaluasi, mahasiswa dapat merefleksi kembali ketertarikan dan komitmen mereka terhadap proses kebijakan publik sekaligus penyelarasan sikap dan nilai-nilai kepublikan selama mengikuti program training ini, meskipun efektivitas pelaksanaannya masih sangat bergantung pada komitmen yang dimiliki peserta dan mentor sebagai supervisor.

The aim of this internship report is to understand, enrich and provide evidence as well as an empirical overview of the Public Service Motivation (PSM) study and Employer Branding (EB) strategies through the presentation of scientifically tested data undertaken by PT Bank BUMN X (Persero) Tbk. over a series of training in relatively new government programs named Magang Bersertifikat Kampus Merdeka. Data collection for this internship report was conducted using three methods: participatory observation for approximately three months, interviews, and literature review including supporting documents such as internship activities documentation. Some important findings outlined in this paper include three phases of EB strategy implemented through a series of training in Magang Bersertifikat Kampus Merdeka: external EB conducted before the training with program socialization by utilizing social media, collaboration with universities throughout Indonesia, and strengthening reputation as a professional institution reflected in the structured implementation of the selection process. Then, internal EB conducted through three types of training concepts including In-class training, On-the-Job Training, and final presentations. Lastly, monitoring and evaluation targeting participants, mentors, and the implementation of the Magang Bersertifikat Kampus Merdeka. From the PSM perspective, in fostering interest and commitment to the public policy process, program socialization and In-class training activities have successfully facilitated this agenda as the training has provided a clear picture of the culture and working environment of PT Bank BUMN X (Persero) Tbk. However, On-the-Job Training has not fully succeeded in facilitating this. Regarding the alignment of attitudes and public values, it has been implemented since the selection process began by applying a culture-fit hiring process. On the other hand, both In-class training and On-the-Job Training have not been able to execute this point optimally. Nevertheless, through the implementation of final presentations and the existence of monitoring and evaluation, students can reflect on their interest and commitment to the public policy process as well as the alignment of attitudes and public values during their participation in this training program, although the effectiveness of its implementation still heavily relies on the commitment of participants and mentors as supervisors.

Kata Kunci : Magang Bersertifikat, MBKM, Employer Branding, Pencitraan Perusahaan, Public Service Motivation, Motivasi Pelayanan Publik