EMPLOYER BRANDING TERHADAP JOB SATISFACTION DAN EMPLOYEE PERFORMANCE PADA KANTOR BRI CABANG KLATEN
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Jan 15, 2025
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Abstract
Employer branding menjadi faktor penting yang mempengaruhi kepuasan kerja dan kinerja karyawan di perusahaan. Penelitian ini bertujuan untuk menganalisis pengaruh employer branding terhadap kepuasan kerja dan kinerja karyawan di kantor BRI cabang Klaten. Metode yang digunakan dalam penelitian ini adalah pendekatan kualitatif dengan mengumpulkan data melalui tahapan wawancara terhadap lima karyawan di kantor tersebut. Hasil analisis menunjukkan bahwa terdapat hubungan positif yang signifikan antara employer branding dengan kepuasan kerja dan kinerja karyawan. Temuan ini menekankan pentingnya strategi employer branding yang efektif untuk meningkatkan kepuasan dan kinerja karyawan di BRI cabang Klaten.
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[1]
L. A. Siswandaru, T. Febriansyah, and A. S. Dwianto, “EMPLOYER BRANDING TERHADAP JOB SATISFACTION DAN EMPLOYEE PERFORMANCE PADA KANTOR BRI CABANG KLATEN”, JURNAL EDUCATION AND DEVELOPMENT, vol. 13, no. 1, pp. 416-420, Jan. 2025.
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References
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Deepa, R. and Baral, R. (2021), "Relationship between integrated communication effectiveness and employee-based brand equity – mediating role of psychological contract fulfillment", Journal of Product & Brand Management, Vol. 30 No. 6, pp. 883-897. https://doi.org/10.1108/JPBM-01-2019-2212
Dineen, B.R., Hoye, G.V., Lievens, F. and Rosokha, L.M. (2019), "Third party Employment Branding: What are its Signaling Dimensions, Mechanisms, and Sources?", Buckley, M.R., Wheeler, A.R., Baur, J.E. and Halbesleben, J.R.B. (Ed.) Research in Personnel and Human Resources Management (Research in Personnel and Human Resources Management, Vol. 37), Emerald Publishing Limited, Leeds, pp. 173-226. https://doi.org/10.1108/S0742-730120190000037006
Gehrels, S. (2019), "Introducing Employer Branding: Potential for the Hospitality and Tourism Industry", Employer Branding for the Hospitality and Tourism Industry: Finding and Keeping Talent, Emerald Publishing Limited, Leeds, pp. 1-15. https://doi.org/10.1108/978-1-78973-069-220191001
Kaur, R., Pingle, S. and Jaiswal, A.K. (2024), "Effect of organisational culture on employer branding and resultant employee brand equity in the private banking sector", International Journal of Bank Marketing, Vol. 42 No. 2, pp. 258-300. https://doi.org/10.1108/IJBM-11-2022-0517
Kucherov, D. and Tsybova, V. (2024), "Are they really better? Employer branding in companies from the employer ranking", International Journal of Organizational Analysis, Vol. 32 No. 9, pp. 1870-1886. https://doi.org/10.1108/IJOA-07-2023-3827
Lindholm, L. (2018), "The Use of Corporate Social Responsibility in Employer Branding", Koporcic, N., Ivanova-Gongne, M., Nyström, A.-G. and Törnroos, J.-Å. (Ed.) Developing Insights on Branding in the B2B Context, Emerald Publishing Limited, Leeds, pp. 73-93. https://doi.org/10.1108/978-1-78756-275-220181005
Sharma, M. and Verma, P. (2023), "The Role of Employer Branding and Employee Branding in the Multinationals", Misra, R.K., Shrivastava, A. and Sijoria, C. (Ed.) Technology, Management and Business (Advanced Series in Management, Vol. 31), Emerald Publishing Limited, Leeds, pp. 71-77. https://doi.org/10.1108/S1877-636120230000031007
Sousa, B. and Ferreira, P. (2024), "In the heart of B2B branding: exploring the link between brand-specific transformational leadership, employer branding andemployee-based brand equity", Management Research, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/MRJIAM-05-2024-1542
Thomas, S., Kureshi, S., Suggala, S. and Mendonca, V. (2020), "HRM 4.0 and the Shifting Landscape of Employer Branding", Kumar, P., Agrawal, A. and Budhwar, P. (Ed.) Human & Technological Resource Management (HTRM): New Insights into Revolution 4.0, Emerald Publishing Limited, Leeds, pp. 37-51. https://doi.org/10.1108/978-1-83867-223-220201003