Employer Branding: Bagaimana Perusahaan Startup Berstatus Decacorn Di Indonesia Mampu Menarik Kandidat Terbaik Di Pasar Tenaga Kerja?

  • Dediek Tri Kurniawan Universitas Negeri Malang
  • Andro Agil Nur Rakhmad Universitas Negeri Malang
  • Adelia Shabrina Prameka Universitas Negeri Malang

Abstract

Saat ini Indonesia merupakan negara dengan ekonomi digital terbesar di Asia Tenggara. Investasi asing pada perusahaan startup berbasis teknologi di Indonesia mengalami peningkatan, sehingga lebih banyak membuka peluang kerja. Seiring berkembangnya startup di Indonesia, persaingan pada pasar tenaga kerja semakin kompetitif.  Penelitian ini akan menguji data tarik organisasi dalam memediasi hubungan employer branding dan work value terhadap niat mendaftar pada Perusahaan startup berstatus decacorn di Indonesia. Penelitian ini menggunakan 477 mahasiswa Fakultas Ekonomi di Universitas Negeri Malang.  Penelitian ini menggunakan uji analisis Partial Least Square (PLS) yang menggunakan perangkat lunak SmartPLS 3.0. Penelitian ini menemukan bila budaya kerja dan kompensasi serta benefit merupakan alasan utama para kandidat untuk melamar pada startup digital berstatus decacorn di Indonesia. Di samping itu, aspek pelatihan dan pengembangan yang disediakan pada pada startup digital menjadi daya tarik perusahaan di mata kandidat. Nilai kerja yang ditawarkan oleh startup digital berstatus decacorn di Indonesia menjadi daya tarik perusahaan sekaligus menjadi alasan utama kandidat melamar pekerjaan disana.

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Published
2021-01-02
How to Cite
KURNIAWAN, Dediek Tri; RAKHMAD, Andro Agil Nur; PRAMEKA, Adelia Shabrina. Employer Branding: Bagaimana Perusahaan Startup Berstatus Decacorn Di Indonesia Mampu Menarik Kandidat Terbaik Di Pasar Tenaga Kerja?. Jurnal Istiqro, [S.l.], v. 7, n. 1, p. 36-50, jan. 2021. ISSN 2599-3348. Available at: <http://ejournal.iaida.ac.id/index.php/istiqro/article/view/725>. Date accessed: 26 feb. 2021. doi: https://doi.org/10.30739/istiqro.v7i1.725.
Section
Articles