Articles

Analysis on the Impact of Company Employer Branding with the Desire of Generation Z in Choosing Their Workplace: A Case Study of PT BRI

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Generation Z’s entry into the workforce has shifted perspectives on work. They have clear job expectations and are more demanding, seeking fulfillment, purpose, and a better quality of life. Employers who prioritize these needs will attract and retain Generation Z, shaping the future of work. They are technologically adept, socially aware, and engaged in global issues. Despite uncertain times due to the pandemic, rapid technological growth, and potential economic recessions, Gen Z enters the workforce with clear job expectations. The primary research objective is to develop employer branding strategies that align with the values and expectations of Gen Z. The methodology used in this research is Interactive Model Analysis to know what the important factor for Gen Z is according to Employer Attractiveness Scale (EmpAt). Primary data are acquired by doing an in-depth interview with several employee of PT BRI and also from external that is Gen Z who are currently working in a startup. This research revealed that from 5 dimensions of EmpAt, the most important one to explore is Safety Values because it is one of the benefits of working in BUMN company.

The Analysis of Organizational Culture for Improving Corporate Performance at PT. XYZ Discreet

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PT. XYZ Discreet is a subsidiary of a State-Owned Enterprise (BUMN) in the manufacturing sector which was founded in 1983. PT. XYZ Discreet contributes to defense & security needs and various industrial products that help in other fields such as transportation and commercial explosives. Organizational culture is essential in determining the success of achieving company goals. Therefore, every company must know what type of culture they are running and what kind of culture is preferred at PT. XYZ Discreet has yet to assess the current and preferred corporate culture. As is well known, BUMN companies and subsidiaries have a new corporate culture, BUMN AKHLAK. Based on an assessment conducted by ACT Consulting, the value of implementing AKHLAK BUMN at PT. XYZ Discreet is not maximized or gets a C value (37.7). The purpose of this study is to provide recommendations for the preferred corporate culture based on survey results. The research methodology used is quantitative data by distributing questionnaires using the Organizational Culture Assessment Instrument (OCAI) to employees of PT. XYZ Discrete. The survey results show that at PT. XYZ Discreet has a current culture Hierarchy culture, but the survey results also state that employees prefer Clan culture as their corporate culture. In other words, they support the culture with kinship, openness, loyalty, mutual trust, and agreement in every activity. From the results of research that has been done at PT. XYZ Discreet, this cultural transformation can be assisted by a bottom-up approach; leaders should have more understanding of employees, the transformation of leadership style, and forming the agent of change for corporate culture. These things aim to improve internal capabilities at PT. XYZ Discreet.