UNAIR NEWS – The Psychology Alumni Association of Universitas Airlangga (Apsilangga) held Apsilangga Talk on Saturday, June 25, 2022, under the theme Synergy with Alumni. Conducted via Zoom Meeting, the event featured the Head of Talent Acquisition PT Pegadaian Lukitarini SPi, an alumna of UNAIR Faculty of Psychology in 1991.
Lukitarini explained that employer branding is a process to build a company’s reputation. Building a company’s reputation as a dream workplace depends on its branding and how the image was built to grab the applicants’ attention.
Finalizing Concept
Lukitarini said the most important part of employer branding is formulating the concept, from content identification aligned with the company’s vision and mission to planning and developing the platform. It is also important to measure the follower’s engagement in each social media activity as the branding channel.
“Firstly, we should build the communication mechanism, starting from the planning and determining the platform setting, which digital platform we use, either social media or other digital publications. That’s where we should start creating a concept,” she said.
It is also important to determine the target groups in employer branding. In PT Pegadaian, there are three target groups, the fresh graduates (18-25 years old), the middle group, which consisted of experienced people (26-35 years old), and the senior experts (36-50 years old).
“Employer branding is related to recruitment. It is about how we can attract the candidates or applicants that fit the company. Each category has a different branding channel,” she said.
Furthermore, Lukitarini named various branding strategy programs of PT Pegadaian. One of them is the internship program which has a high impression rate. There is also campus fest program like a job fair, studium generale, and interactive talk show.
“For the employer branding survey, what do they want these Indonesian youngsters to be like? What do you want to know about the company? We also presented our internal brand ambassador, young talents, senior leader, and senior management,” she said.
Author: Wiji Astutik
Editor: Binti Q. Masruroh
