Employer Branding as a Strategy to Attract Potential Workforce

Shinta Dewi Sugiharti Tikson, Nurdjanah Hamid, Ria Mardiana
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引用次数: 9

Abstract

This research analyzes the effect of PT. Citibank Indonesia employer branding with organizational attractiveness. The organizational attractiveness that is studied in this paper are divided into two category, such as instrumental attribute and symbolic attribute. These attributes are tested further by examining the workforces’ gender and level of education. Research data is obtained through surveys, literature study, and observation. To test the hypothesis, this study uses bivariate chi square and descriptive quantitative method. Samples consist of 94 workforces which are students from three universities (Universitas Hasanuddin, Universitas Negeri Makassar, and Universitas Muslim Indonesia) in Makassar, South Sulawesi. Research shows that PT. Citibank Indonesia employer branding which consists of two organizational attractiveness (instrumental attribute and symbolic attribute) have a significant effect to attract workforce in Makassar (by gender and level of education).
雇主品牌是吸引潜在劳动力的策略
本研究分析印尼花旗银行雇主品牌对组织吸引力的影响。本文所研究的组织吸引力分为工具属性和符号属性两大类。通过考察劳动力的性别和受教育程度,可以进一步检验这些特征。研究数据是通过调查、文献研究和观察获得的。为了检验假设,本研究采用双变量卡方和描述性定量方法。样本包括来自南苏拉威西望加锡三所大学(哈萨努丁大学、望加锡大学和印尼穆斯林大学)的94名学生。研究表明,PT. Citibank Indonesia雇主品牌由两种组织吸引力(工具属性和象征属性)组成,对吸引望加锡劳动力(按性别和教育水平)有显著影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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