Employer branding and employee value proposition: The key success of startup companies in attracting potential employee candidates

https://doi.org/10.35912/ahrmr.v1i2.728
Published: Sep 29, 2021

Abstract:

Purpose: This study aims to analyze employer branding and employee value proposition on employer attractiveness in potential employee candidates of Startup Campuspedia Indonesia.

Research methodology: This study uses quantitative research methods that are processed using Smart PLS software. The sampling technique used is proportional random sampling with a total of 51 samples.

Results: The results show that employer branding and employee value proposition have a positive and significant impact on employer attractiveness at Startup Campuspedia Indonesia.

Limitations: The limitation of this study is that it only uses one startup company in the field of education as the object of research and has not used several companies with different backgrounds.

Contribution: The results of this study can be useful for Human Capital in the company's recruitment process in the next period as an effort to increase the interest of prospective employees to work in the company.

Keywords:
1. Employer branding
2. Employee value proposition
3. Employer attractiveness
4. Startup
Authors:
1 . Rizqi Ariyanto
Department of Management Economics, Faculty of Economics and Business, UPN “Veteran” Jawa Timur, Surabaya, Indonesia
2 . Kustini Kustini
Department of Management Economics, Faculty of Economics and Business, UPN “Veteran” Jawa Timur, Surabaya, Indonesia
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How to Cite
Ariyanto, R., & Kustini, K. . (2021). Employer branding and employee value proposition: The key success of startup companies in attracting potential employee candidates. Annals of Human Resource Management Research, 1(2), 113–125. https://doi.org/10.35912/ahrmr.v1i2.728
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Issue & Section
Vol. 1 No. 2 (2021): September
Articles
References

    Ambler, T., & Barrow, S. (1996). The employer brand. Journal of Brand Management, 4(3), 185–206. https://doi.org/10.1057/bm.1996.42

    Ardana, I. K., Mujiati, N. I., & Utama, I. (2012). Manajemen sumber daya manusia.

    Badi’ah, R., Swasti, I. K., & Ariyanto, R. (2021). Analisis Manajemen Talenta Pada Divisi Public Relation dan Partnership Program Internship Campuspedia Batch 9.0. Maker: Jurnal Manajemen, 7(1), 64–80.

    Berthon, P., Ewing, M., & Hah, L. L. (2005). Captivating company: Dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), 151–172. https://doi.org/10.1080/02650487.2005.11072912

    Bodderas, M., Cachelin, J. L., Maas, P., & Schlager, T. (2011). The influence of the employer brand on employee attitudes relevant for service branding: An empirical investigation. Journal of Services Marketing, 25(7), 497–508. https://doi.org/10.1108/08876041111173624

    Buren, A. Van. (2012). Social Media A Communication Tool for Employer Attractiveness Criteria in the Employer Branding Concept: An Exploratory Study. 1–35.

    Chhabra, N. L., & Sharma, S. (2014). Employer branding: strategy for improving employer attractiveness. International Journal of Organizational Analysis.

    Dash, S. B. (2019). Startup companies: Life cycle and challenges. International Journal of Psychosocial Rehabilitation, 23(6), 732–737. https://doi.org/10.37200/IJPR/V23I6/PR190836

    Dudley, M. S. (2019). How can Lyse AS become a more attractive employer for their target audiences ?

    Firdausy, W. A. (n.d.). Perbandingan Efektivitas Employee Value Proposition Terhadap Employee Engagement Generasi X Dan Y Pada PT. XYZ.

    Hardie, G., Almeida, S., & Ross, P. J. (2018). Value of Industry Mentoring and Resource Commitment to the Success of an Undergraduate Internship Program: A Case Study from an Australian University. International Journal of Work-Integrated Learning, 19(2), 155–168.

    Martin, G., Gollan, P. J., & Grigg, K. (2011). Is there a bigger and better future for employer branding? Facing up to innovation, corporate reputations and wicked problems in SHRM. The International Journal of Human Resource Management, 22(17), 3618–3637.

    Miles, S. J., & Mangold, G. (2004). A conceptualization of the employee branding process. Journal of Relationship Marketing, 3(2–3), 65–87.

    Nugraheni, D., & Wijaya, L. S. (2017). Pelaksanaan Program Internship Dalam Upaya Meningkatkan Citra Lembaga Pendidikan (Studi Kasus: Fakultas Teknologi Informasi–Universitas Kristen Satya Wacana). Scriptura, 7(2), 47–56.

    Okello Ochwo, B., & Mwesigwa, D. (2021). Reward strategies and job satisfaction in private companies: a case of Uganda Breweries-Luzira. Annals of Human Resource Management Research, 1(1), 69–83. https://doi.org/10.35912/ahrmr.v1i1.406

    Parreira, J., & Honours, B. A. (2007). an Analysis of an Employee Value. November.

    Pawar, A., & Charak, K. S. (2015). Employee Value Proposition Leading To Employer Brand: the Indian Organizations Outlook. International Journal of Management Research and Review, 5(12),1195–1203.

    Primastuti, L. E. (2014). Persepsi Mahasiswa Ideal untuk Bekerja berdasarkan Dimensi Employer Attractiveness (Studi Pada Mahasiswa Strata 1 Bidang Sosial dan Humaniora).

    Review, B. M., & Backhaus, K. (2016). Beacon Management Review 2012. Organization Management Journal, 13(4), 29–36. http://dx.doi.org/10.1080/15416518.2016.1245128%0A

    Rumangkit, S., & Dwiyan, M. (2019). DAMPAK EMPLOYEE BRANDING PADA EFEKTIVITAS REKRUTMEN ( Case Study : Generasi Z Indonesia ). Jurnal Bisnis Darmajaya, 05(01), 1–12.

    Saini, G. K., Rai, P., & Chaudhary, M. K. (2014). What do best employer surveys reveal about employer branding and intention to apply? Journal of Brand Management, 21(2), 95–111.

    Sengupta, A., Bamel, U., & Singh, P. (2015). Value proposition framework: implications for employer branding. Decision, 42(3), 307–323.

    Sokro, E. (2012). Impact of employer branding on employee attraction and retention. European Journal of Business and Management, 4(18), 164–173.

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    Sugiyono, S. (2010). Metode penelitian kuantitatif dan kualitatif dan R&D. Alfabeta Bandung.

    Veldsman, D., & Pauw, D. (2018). The relevance of the employee value proposition for retention in the VUCA world of work. In Psychology of Retention (pp. 75–89). Springer.

    Yudianto, R. P. (2020). Pengaruh Employer Branding Dan Employee Value Proposition Terhadap Employer Attractiveness Pada Generasi Z Di Kota Bekasi .September, 81.

    Yuenardy, A. (2018). The Influence Of Employee Value Propositions Toward Employee Attractiveness At PT. Aplikasi Karya Anak Bangsa Panel Of Examiners.

  1. Ambler, T., & Barrow, S. (1996). The employer brand. Journal of Brand Management, 4(3), 185–206. https://doi.org/10.1057/bm.1996.42
  2. Ardana, I. K., Mujiati, N. I., & Utama, I. (2012). Manajemen sumber daya manusia.
  3. Badi’ah, R., Swasti, I. K., & Ariyanto, R. (2021). Analisis Manajemen Talenta Pada Divisi Public Relation dan Partnership Program Internship Campuspedia Batch 9.0. Maker: Jurnal Manajemen, 7(1), 64–80.
  4. Berthon, P., Ewing, M., & Hah, L. L. (2005). Captivating company: Dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), 151–172. https://doi.org/10.1080/02650487.2005.11072912
  5. Bodderas, M., Cachelin, J. L., Maas, P., & Schlager, T. (2011). The influence of the employer brand on employee attitudes relevant for service branding: An empirical investigation. Journal of Services Marketing, 25(7), 497–508. https://doi.org/10.1108/08876041111173624
  6. Buren, A. Van. (2012). Social Media A Communication Tool for Employer Attractiveness Criteria in the Employer Branding Concept: An Exploratory Study. 1–35.
  7. Chhabra, N. L., & Sharma, S. (2014). Employer branding: strategy for improving employer attractiveness. International Journal of Organizational Analysis.
  8. Dash, S. B. (2019). Startup companies: Life cycle and challenges. International Journal of Psychosocial Rehabilitation, 23(6), 732–737. https://doi.org/10.37200/IJPR/V23I6/PR190836
  9. Dudley, M. S. (2019). How can Lyse AS become a more attractive employer for their target audiences??
  10. Firdausy, W. A. (n.d.). Perbandingan Efektivitas Employee Value Proposition Terhadap Employee Engagement Generasi X Dan Y Pada PT. XYZ.
  11. Hardie, G., Almeida, S., & Ross, P. J. (2018). Value of Industry Mentoring and Resource Commitment to the Success of an Undergraduate Internship Program: A Case Study from an Australian University. International Journal of Work-Integrated Learning, 19(2), 155–168.
  12. Martin, G., Gollan, P. J., & Grigg, K. (2011). Is there a bigger and better future for employer branding? Facing up to innovation, corporate reputations and wicked problems in SHRM. The International Journal of Human Resource Management, 22(17), 3618–3637.
  13. Miles, S. J., & Mangold, G. (2004). A conceptualization of the employee branding process. Journal of Relationship Marketing, 3(2–3), 65–87.
  14. Nugraheni, D., & Wijaya, L. S. (2017). Pelaksanaan Program Internship Dalam Upaya Meningkatkan Citra Lembaga Pendidikan (Studi Kasus: Fakultas Teknologi Informasi–Universitas Kristen Satya Wacana). Scriptura, 7(2), 47–56.
  15. Okello Ochwo, B., & Mwesigwa, D. (2021). Reward strategies and job satisfaction in private companies: a case of Uganda Breweries-Luzira. Annals of Human Resource Management Research, 1(1), 69–83. https://doi.org/10.35912/ahrmr.v1i1.406
  16. Parreira, J., & Honours, B. A. (2007). an Analysis of an Employee Value. November.
  17. Pawar, A., & Charak, K. S. (2015). Employee Value Proposition Leading To Employer Brand: the Indian Organizations Outlook. International Journal of Management Research and Review, 5(12),1195–1203.
  18. Primastuti, L. E. (2014). Persepsi Mahasiswa Ideal untuk Bekerja berdasarkan Dimensi Employer Attractiveness (Studi Pada Mahasiswa Strata 1 Bidang Sosial dan Humaniora).
  19. Review, B. M., & Backhaus, K. (2016). Beacon Management Review 2012. Organization Management Journal, 13(4), 29–36. http://dx.doi.org/10.1080/15416518.2016.1245128%0A
  20. Rumangkit, S., & Dwiyan, M. (2019). DAMPAK EMPLOYEE BRANDING PADA EFEKTIVITAS REKRUTMEN ( Case Study?: Generasi Z Indonesia ). Jurnal Bisnis Darmajaya, 05(01), 1–12.
  21. Saini, G. K., Rai, P., & Chaudhary, M. K. (2014). What do best employer surveys reveal about employer branding and intention to apply? Journal of Brand Management, 21(2), 95–111.
  22. Sengupta, A., Bamel, U., & Singh, P. (2015). Value proposition framework: implications for employer branding. Decision, 42(3), 307–323.
  23. Sokro, E. (2012). Impact of employer branding on employee attraction and retention. European Journal of Business and Management, 4(18), 164–173.
  24. Startupranking.com. (2021). Startupranking.Com.
  25. Sugiyono. (2013). Metode penelitian kuantitatif kualitatif dan R&D. Alfabeta.
  26. Sugiyono. (2015). Statistik nonparametris untuk penelitian. CV. Alvabeta.
  27. Sugiyono, S. (2010). Metode penelitian kuantitatif dan kualitatif dan R&D. Alfabeta Bandung.
  28. Veldsman, D., & Pauw, D. (2018). The relevance of the employee value proposition for retention in the VUCA world of work. In Psychology of Retention (pp. 75–89). Springer.
  29. Yudianto, R. P. (2020). Pengaruh Employer Branding Dan Employee Value Proposition Terhadap Employer Attractiveness Pada Generasi Z Di Kota Bekasi .September, 81.
  30. Yuenardy, A. (2018). The Influence Of Employee Value Propositions Toward Employee Attractiveness At PT. Aplikasi Karya Anak Bangsa Panel Of Examiners.