Employer Branding Strategy to Increase Employee Engagement

Study at Private State-Owned Enterprises in Indonesia

DOI

10.2991/aebmr.k.210831.118How to use a DOI?

Keywords

State-Owned Enterprises, Organizational Performance, Business Environment, Competitive Advantage

Abstract

Indonesia has begun to apply the concept of employee engagement in every organization, including State-Owned Enterprises (BUMN). Research shows that the higher employee engagement drives organizational performance. The company’s growth depends on how the ability of human assets are able to adapt the changes of business environment, to create new ideas, to innovate and to develop products, which lead to the company’s competitive advantage.The author perceives that engaging is used as one of the basic emerged organization such as in one of the State-Owned Enterprises’ phenomena in Indonesia. In business competition, a company does not only need employees who have high job satisfaction, but also a strong employer branding to increase employee engagement due to customer satisfaction. The methodology of this study used was descriptive survey method. The technique analysis used was a questionnaire.The result of the study showed that employer branding and job satisfaction have a positive effect on employee engagement. The author concludes that job satisfaction is the mediator for employer branding to create employee engagement, and will improve employee engagement directly.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Suci Fika Widyana
AU  - Tjutju Yuniarsih
AU  - Eeng Ahman
AU  - Disman
PY  - 2021
DA  - 2021/09/02
TI  - Employer Branding Strategy to Increase Employee Engagement
BT  - Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)
PB  - Atlantis Press
SP  - 614
EP  - 617
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210831.118
DO  - 10.2991/aebmr.k.210831.118
ID  - Widyana2021
ER  -