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