STRATEGIC PLAN FOR INTERNAL EMPLOYER BRANDING AT INDONESIA TELECOMMUNICATION COMPANY FOR THE PERIOD 2024-2025

Abstract

Purpose: Amidst ongoing changes, employer branding is crucial for attracting and retaining top talent. Given the competitive job market, it's essential to establish the company as an appealing workplace. This study aims to develop an internal employer branding strategy for Company for 2024-2025 by analyzing current practices and identifying key areas for improving the employee value proposition, ultimately enhancing the company's attractiveness to employees. Methodology: This study utilizes a mixed-methods approach, comprising qualitative descriptive methods through interviews and survey with Company management and employees, and quantitative data collection via surveys distributed among employees, using a Likert scale to evaluate the importance and performance of the company's EVP. Findings: The research findings will demonstrate the critical importance of employer branding for both internal and external facets of the company. It will highlight the significant benefits of implementing employer branding internally as a corporate strategy for effective employee retention and management. Additionally, the insights gained will be invaluable for the company to understand employee expectations and fulfill promises to employees as an employer. Originality/Value: This research constitutes a valuable contribution to the literature on employer branding by reinforcing the pivotal role played by employer branding and corporate reputation as instrumental factors in the attraction and retention of employees within the organizational framework.