Penerapan Strategi Employer Branding Dan Employee Value Proposition Untuk Menciptakan Employee Engagement (Studi Pada PT Bank Central Asia Tbk)

Kusuma, Tiffani Chandrilika (2017) Penerapan Strategi Employer Branding Dan Employee Value Proposition Untuk Menciptakan Employee Engagement (Studi Pada PT Bank Central Asia Tbk). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini dilakukan atas dasar semakin ketatnya persaingan bisnis khususnya persaingan dalam memperebutkan talenta pada industri perbankan yang membuat PT Bank Central Asia melakukan strategi baru dalam dunia Human Resource yaitu strategi Employer Branding dan Employee Value Proposition. BCA menyadari bahwa strategi employer branding dan employee value proposition dapat membentuk engagement karyawan jika perusahaan sadar untuk selalu membentuk kebijakan berorientasi pada karyawan. Dapat diketahui, karyawan pada zaman sekarang ini memiliki sifat kritis, cerdas dan tuntutan yang tinggi untuk kesejahteraan mereka terlebih jika karyawan tersebut memiliki kemampuan tinggi. Strategi employer branding dapat dijadikan solusi untuk membentuk komunikasi bahwa perusahaan memiliki kelebihan sehingga merupakan tempat yang baik untuk bekerja. Sedangkan strategi employee value proposition dapat dijadikan identitas unik yang menjadikan perusahaan berbeda dengan kompetitornya. Berdasarkan hal tersebut, BCA sebagai bank swasta terbesar nasional saat ini, melakukan dua strategi itu untuk membentuk engagement karyawan dan persepsi yang baik untuk perusahaan. BCA membentuk employee value proposition (EVP) berdasarkan hasil rumusan yang diperoleh dari setiap karyawan yaitu working friendly environment dan continuous improvement. Setelah adanya EVP, BCA menjadi lebih fokus pada setiap kebijakan manajemen untuk kesejahteraan karyawan, serta terus menyukseskan EVP yang ada. Tanggapan setiap karyawan mengenai BCA sangat positif dan menjadikan mereka sangat loyal terhadap perusahaan. Namun, disamping itu terdapat kendala kecil mengenai adanya perbedaan budaya kekeluargaan pada kantor cabang dengan kantor pusat. Hal tersebut dapat diperbaiki untuk tetap konsistennya EVP BCA friendly working environment. Selain itu, terdapat pula masalah pada lamanya kegiatan promosi karyawan pada level bawah yang menjadikan adanya penumpukan karyawan. Hal ini menjadi PR BCA untuk bisa memperbaikinya dan tetap menunjang EVP BCA continouse improvement.

English Abstract

This study is done based on the strictness of business rivalries specially on the rivalries of getting talent on the bank industries that makes PT Bank Central Asia (BCA) take a new strategy on human resources development, the strategy is called Employer Branding and Employee Value Proposition. BCA recognizes that employer branding and employee value proposition strategies could make employee engagement if the company is aware and establish employee-oriented policies. As we know, employee these days are having a critical character, intelligent, and having a higher demands for their prosperity, especially if the employee have a good competence. Employer Branding strategies could be a solution to form a communication to tell the company have an advantages that make the companies are a good place to work for. At the same time, Employee Value Proposition strategies can be used as a unique identity that shown the companies are different from the other competitors. Based on that, BCA as the current biggest national private banks take those two strategies to form employee engagement and good perception for the company. BCA formed Employee Value Proposition (EVP) based on the result of formulation which is obtained from the employee itself and it is working friendly environment and continuous improvement. After EVP, BCA management become more focused on every policies they made to think more about employee prosperity an succeed the EVP programme. The response of every employee about BCA are very positive and make them loyals to the company. However, there is a small problem in the differences of family atmosphere between branch offices and main office. That things still can fixed to keep the consistency of BCA’s EVP on friendly working environment. Beside that, the other problem is a long duration on getting promoted for lower employee level which is make them have an employee cumulation. These things become BCA homework to get it fixed and make the BCA’s EVP continuous programme still working.

Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FIA/2017/886/051709168
Uncontrolled Keywords:	Employer Branding, Employee Value Proposition, Employee Engagement
Subjects:	600 Technology (Applied sciences) > 658 General management > 658.3 Personnel management (human resource management) > 658.301 Personnel planning and policy
Divisions:	Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User:	Kustati
Date Deposited:	22 Sep 2017 08:31
Last Modified:	02 Nov 2020 06:15
URI:	http://repository.ub.ac.id/id/eprint/2865

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