Employer Brand for Millennials on Indonesia's State-Owned Enterprises: Study at Mandiri Bank

Wita Adelina Noer Putri, Firman Kurniawan Sujono

2019

Abstract

Based on the research conducted by the Badan Pusat Statistik (BPS) or Central Statistics Agency, the number of millennial generations will increase rapidly. In a short time, this generation will dominate the number of employees in Indonesia. The millennial generation has a number of character that are quite different compare to the previous generation, namely generation X. There is a survey conducted by Dale Carnegie to millennial in Indonesia, and the results of that research show that only 25 percent of the millennial employees are fully engaged with the companies they work for. This makes the employer branding for millennials is important to be applied. In the middle of the millennial generation characters who are considered to be less loyal, one of the State-Owned Enterprises in Indonesia namely Mandiri Bank managed to receive an award as a company with the best brand employer. Companies that are members of State-Owned Enterprises have stigmas that are stiff and old, but Mandiri Bank has won this award with its employees who are more than 60% of millennials. This article will discuss the evaluation of the application of employer branding communication strategies implemented by Mandiri Bank, especially for the millennial generation. This research is also expected to be a reference for companies in Indonesia, especially State-Owned Enterprises (BUMN) to be able to effectively implement communication strategies to implement employer branding to millennials because these people will soon dominate the number of productive age.

Paper Citation

in Harvard Style

Putri W. and Sujono F. (2019). Employer Brand for Millennials on Indonesia's State-Owned Enterprises: Study at Mandiri Bank.In Proceedings of the 2nd International Conference on Inclusive Business in the Changing World - Volume 1: ICIB, ISBN 978-989-758-408-4, pages 423-430. DOI: 10.5220/0008432104230430

in Bibtex Style

@conference{icib19,
author={Wita Adelina Noer Putri and Firman Kurniawan Sujono},
title={Employer Brand for Millennials on Indonesia's State-Owned Enterprises: Study at Mandiri Bank},
booktitle={Proceedings of the 2nd International Conference on Inclusive Business in the Changing World - Volume 1: ICIB,},
year={2019},
pages={423-430},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0008432104230430},
isbn={978-989-758-408-4},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Inclusive Business in the Changing World - Volume 1: ICIB,
TI - Employer Brand for Millennials on Indonesia's State-Owned Enterprises: Study at Mandiri Bank
SN - 978-989-758-408-4
AU - Putri W.
AU - Sujono F.
PY - 2019
SP - 423
EP - 430
DO - 10.5220/0008432104230430