Strategy For Start-Up Companies in Building Reputation after Mass Layoff (Case Study: Intention to Apply for a Job at Shopee Indonesia)

Abstract

Mass Termination of Employmentin start-up companies whose layoff process is considered to have suddenly become a hot topic of conversation and has created its own problems in society. This, of course, will affect the reputation of start-up companies to diminish in society. Generation Z has different expectations, preferences, and views when it comes to work, and this can be a challenge for start-up companies that are making mass layoffs. The purpose of this study is to analyze the factors that influence the intention to apply for jobs in start-up companies after mass layoffs and start-up company strategies for building a reputation after mass layoffs. The research method used is descriptive qualitative by analyzing various literature from scientific journals, related books and websites so that they can provide an explanation of the formulation of the problem under study. The results of the study show that the factors that influence the intention to apply for jobs in start-up companies after mass layoffs include: a). employees attend and work in the office without being bound by time; b). greater learning opportunities provided to its employees; c) Freedom to express ideas; d) there is no standard rule regarding employee appearance; e) the office atmosphere is designed with comfort and a warm home feel. The start-up company's strategy in building a reputation after a mass layoff provides assistance programs to former employees who have been laid off, such as assisting in making attractive and appropriate CVs. In addition, there is also a program that helps recommend former employees to other parties in need. With this research, it is hoped that it can help start-up companies that have done mass layoffs to improve their reputation and increase the company's attractiveness as an attractive workplace for prospective employees.