Employer branding: Strategic steps to reduce turnover intention
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Published:
Feb 28, 2024
Keywords:
Employer branding, Strategic steps, Turnover intention
Section
Economy
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Abstract
This research aims to examine the influence of employer branding based on its aspects on turnover intention. The population was taken from employees at PT. YMPI Pasuruan at staff level, both permanent employees and contract employees (PKWT) using a quota purposive sampling technique with the Slovin formula with a margin of error of 0.05, obtained 68 employees as sampling. The results of the regression analysis show that the probability value is less than 5% (p<0.05), which shows that all aspects of employer branding, including interest value, social value, economic value, development value and applicant value, have a significant effect on turnover intention. Likewise, partial testing resulted in the results that all aspects of employer branding have a negative and significant effect on turnover intention, which means that the higher the effect of employer branding, as well as the aspects therein, the more it can reduce employee turnover intention. So it can be concluded that interest value, social value, economic value, development value, and applicant value simultaneously or partially have a negative and significant effect on employee turnover intention at PT. YMPI, both permanent employees and contract employees or prospective employees
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How to Cite
Methasari, M. and Hepiyanto, H. (2024) “Employer branding: Strategic steps to reduce turnover intention”, Jurnal Mantik, 7(4), pp. 3411-3420. doi: 10.35335/mantik.v7i4.4666.
References
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Bothma, C. F. C., & Roodt, G. (2013). The validation of the turnover intention scale. SA Journal of Human Resource Management, 11(1), 1–12. https://doi.org/10.4102/sajhrm.v11i1.507
Bussin, M., & Mouton, H. (2019). Effectiveness of employer branding on staff retention and compensation expectations. South African Journal of Economic and Management Sciences, 22(1), 1–8. https://doi.org/10.4102/sajems.v22i1.2412
Caputo, A., Molino, M., Cerato, B., & Cortese, C. G. (2023). Employer Attractiveness: Two Instruments to Measure Employer Branding and Reputation. SAGE Open, 13(3), 1–17. https://doi.org/10.1177/21582440231192188
Chiu, J. L., Fajardo, J. J., Lopez, P. N., Lourdes, J., & Miranda, F. (2020). The Effect of Employer Branding on Turnover Intention and Employee Satisfaction of the Utility Industry in the Philippines. Management Review: An International Journal, 15(2), 1–153.
Evrina, P. W., & Wulansari, P. (2022). Pengaruh Employer Branding dan Reputasi Organisasi Terhadap Intentiontion to Apply Pada Generasi Z (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Bisnis Universitas Telkom). Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 6(1), 595.
Hardy, H., Afrianty, T. W., & Prasetya, A. (2020). The Effect of Employer Branding on Contractual Employees: Engagement and Discretionary Effort. BISNIS & BIROKRASI: Jurnal Ilmu Administrasi Dan Organisasi, 27(1). https://doi.org/10.20476/jbb.v27i1.11757
Hidayat, A. (2022). Work Engagement?: Main Factors and Supporting Factors (Study at PT. ACS Surabaya). Enrichment: Journal of Management, 12(2), 1299–1308. https://doi.org/https://doi.org/10.35335/enrichment.v12i2.377
Hidayat, A. (2023). Green management: intervention strategy on job burnout and performance improvement in terms of employee tenure. Enrichment: Journal of Management, 12(6).
Hurlbutt, N. D. (2021). Exploring leadership styles of federal civilian employees and the relationship to their individual employee engagement (Issue December). The Pennsylvania State University.
Ike, O. O., Ugwu, L. E., Enwereuzor, I. K., Eze, I. C., Omeje, O., & Okonkwo, E. (2023). Expanded-multidimensional turnover intentions: scale development and validation. BMC Psychology, 11(1), 1–12. https://doi.org/10.1186/s40359-023-01303-2
Ilyas, M. A., Adeel, I., Alshuaibi, A. S. I., & Shaari, H. (2019). Conceptualizing the relationship between employer brand pride, employer brand reputation, employee engagement and employee brand loyalty. International Journal of Innovation, Creativity and Change, 7(5), 346–361.
Kashyap, V., & Verma, N. (2018). Linking dimensions of employer branding and turnover intentions. International Journal of Organizational Analysis, 26(2), 282–295. https://doi.org/10.1108/IJOA-03-2017-1134
Kristianto, N. A., & Handoyo, S. (2020). Pengaruh Employer Branding Terhadap Employee Retention Dengan Employee Engagement Sebagai Mediator Pada Generasi Milenial Di Industri E-Commerce. Jurnal Psikologi, 18, 1–19.
Lim, Y. S. (2022). Relationship between Employee’s Satisfaction, Engagement and Turnover Intention. Malaysian Journal of Social Sciences and Humanities (MJSSH), 7(6), e001546. https://doi.org/10.47405/mjssh.v7i6.1546
Marthinus, E. E. (2020). The influence of employer branding on turnover intention through employee engagement as the moderating variable (Case Study on Marketing Employee PT. XYZ cabang Surabaya). 1.
Nanjundeswaraswamy, T. S., Bharath, S., & Nagesh, P. (2022). Employer branding: design and development of a scale. Journal of Economic and Administrative Sciences, May. https://doi.org/10.1108/jeas-01-2022-0012
Pernanda, T. S., Suwarsi, S., & Alamsyah, I. F. (2023). Pengaruh Employer Branding Berbasis Development Value terhadap Loyalitas Karyawan pada Coca-Cola Official Distribution Bandung. Bandung Conference Series: Business and Management , 3(2). https://doi.org/10.29313/BCSBM.V3I2.9257
Rehatta, P. N. R., Sijabat, A., Tutupoho, S., Muskita, F. I., Waly, N., Pattimura, U., & Id, R. C. (2022). The Effect of Employer Branding On Turnover Intention Mediated By Employee Engagement At PT. Ambon Federal International Finance Pengaruh Employer Branding Terhadap Turnover Intention Di Mediasi Oleh Employee Engagement Pada PT. Federal International Fina. Management Studies and Entrepreneurship Journal, 3(6), 3346–3358. http://journal.yrpipku.com/index.php/msej
Robbins, S.P and Judge, T. . (2013). Organizational Behavior Edition 15 (15th ed.). Pearson Education.
Rozsa, Z., Formánek, I., & Ma?ák, R. (2019). Determining the Factors of the Employees’ Intention To Stay or Leave in the Slovak’S Smes. International Journal of Entrepreneurial Knowledge, 7(2). https://doi.org/10.37335/ijek.v7i2.94
Runtu, J. (2020). Indikator loyalitas karyawan. Bahan Diskusi V MSDM II.
Sagita, A. R., Musadieq, M. Al, & Sulistyo, M. C. W. (2018). PENGARUH EMPLOYER BRANDING TERHADAP TURNOVER INTENTION DENGAN EMPLOYEE ENGAGEMENT SEBAGAI VARIABEL MEDIASI (Studi Pada Karyawan Tetap Bank X BUMN Cabang Brawijaya Malang). Jurnal Administrasi Bisnis, 60(2), 74–83. http://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/view/2508
Wulandari, N., & Oktaviani, R. D. (2020). Pengaruh employer branding terhadap loyalitas karyawan melalui mediasi kepuasan kerja. Jurnal Ilmiah Manajemen Bisnis Dan Terapan, 4(1), 1–14.
Benraïss-Noailles, L., & Viot, C. (2021). Employer brand equity effects on employees well-being and loyalty. Journal of Business Research, 126, 605–613. https://doi.org/10.1016/j.jbusres.2020.02.002
Bothma, C. F. C., & Roodt, G. (2013). The validation of the turnover intention scale. SA Journal of Human Resource Management, 11(1), 1–12. https://doi.org/10.4102/sajhrm.v11i1.507
Bussin, M., & Mouton, H. (2019). Effectiveness of employer branding on staff retention and compensation expectations. South African Journal of Economic and Management Sciences, 22(1), 1–8. https://doi.org/10.4102/sajems.v22i1.2412
Caputo, A., Molino, M., Cerato, B., & Cortese, C. G. (2023). Employer Attractiveness: Two Instruments to Measure Employer Branding and Reputation. SAGE Open, 13(3), 1–17. https://doi.org/10.1177/21582440231192188
Chiu, J. L., Fajardo, J. J., Lopez, P. N., Lourdes, J., & Miranda, F. (2020). The Effect of Employer Branding on Turnover Intention and Employee Satisfaction of the Utility Industry in the Philippines. Management Review: An International Journal, 15(2), 1–153.
Evrina, P. W., & Wulansari, P. (2022). Pengaruh Employer Branding dan Reputasi Organisasi Terhadap Intentiontion to Apply Pada Generasi Z (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Bisnis Universitas Telkom). Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 6(1), 595.
Hardy, H., Afrianty, T. W., & Prasetya, A. (2020). The Effect of Employer Branding on Contractual Employees: Engagement and Discretionary Effort. BISNIS & BIROKRASI: Jurnal Ilmu Administrasi Dan Organisasi, 27(1). https://doi.org/10.20476/jbb.v27i1.11757
Hidayat, A. (2022). Work Engagement?: Main Factors and Supporting Factors (Study at PT. ACS Surabaya). Enrichment: Journal of Management, 12(2), 1299–1308. https://doi.org/https://doi.org/10.35335/enrichment.v12i2.377
Hidayat, A. (2023). Green management: intervention strategy on job burnout and performance improvement in terms of employee tenure. Enrichment: Journal of Management, 12(6).
Hurlbutt, N. D. (2021). Exploring leadership styles of federal civilian employees and the relationship to their individual employee engagement (Issue December). The Pennsylvania State University.
Ike, O. O., Ugwu, L. E., Enwereuzor, I. K., Eze, I. C., Omeje, O., & Okonkwo, E. (2023). Expanded-multidimensional turnover intentions: scale development and validation. BMC Psychology, 11(1), 1–12. https://doi.org/10.1186/s40359-023-01303-2
Ilyas, M. A., Adeel, I., Alshuaibi, A. S. I., & Shaari, H. (2019). Conceptualizing the relationship between employer brand pride, employer brand reputation, employee engagement and employee brand loyalty. International Journal of Innovation, Creativity and Change, 7(5), 346–361.
Kashyap, V., & Verma, N. (2018). Linking dimensions of employer branding and turnover intentions. International Journal of Organizational Analysis, 26(2), 282–295. https://doi.org/10.1108/IJOA-03-2017-1134
Kristianto, N. A., & Handoyo, S. (2020). Pengaruh Employer Branding Terhadap Employee Retention Dengan Employee Engagement Sebagai Mediator Pada Generasi Milenial Di Industri E-Commerce. Jurnal Psikologi, 18, 1–19.
Lim, Y. S. (2022). Relationship between Employee’s Satisfaction, Engagement and Turnover Intention. Malaysian Journal of Social Sciences and Humanities (MJSSH), 7(6), e001546. https://doi.org/10.47405/mjssh.v7i6.1546
Marthinus, E. E. (2020). The influence of employer branding on turnover intention through employee engagement as the moderating variable (Case Study on Marketing Employee PT. XYZ cabang Surabaya). 1.
Nanjundeswaraswamy, T. S., Bharath, S., & Nagesh, P. (2022). Employer branding: design and development of a scale. Journal of Economic and Administrative Sciences, May. https://doi.org/10.1108/jeas-01-2022-0012
Pernanda, T. S., Suwarsi, S., & Alamsyah, I. F. (2023). Pengaruh Employer Branding Berbasis Development Value terhadap Loyalitas Karyawan pada Coca-Cola Official Distribution Bandung. Bandung Conference Series: Business and Management , 3(2). https://doi.org/10.29313/BCSBM.V3I2.9257
Rehatta, P. N. R., Sijabat, A., Tutupoho, S., Muskita, F. I., Waly, N., Pattimura, U., & Id, R. C. (2022). The Effect of Employer Branding On Turnover Intention Mediated By Employee Engagement At PT. Ambon Federal International Finance Pengaruh Employer Branding Terhadap Turnover Intention Di Mediasi Oleh Employee Engagement Pada PT. Federal International Fina. Management Studies and Entrepreneurship Journal, 3(6), 3346–3358. http://journal.yrpipku.com/index.php/msej
Robbins, S.P and Judge, T. . (2013). Organizational Behavior Edition 15 (15th ed.). Pearson Education.
Rozsa, Z., Formánek, I., & Ma?ák, R. (2019). Determining the Factors of the Employees’ Intention To Stay or Leave in the Slovak’S Smes. International Journal of Entrepreneurial Knowledge, 7(2). https://doi.org/10.37335/ijek.v7i2.94
Runtu, J. (2020). Indikator loyalitas karyawan. Bahan Diskusi V MSDM II.
Sagita, A. R., Musadieq, M. Al, & Sulistyo, M. C. W. (2018). PENGARUH EMPLOYER BRANDING TERHADAP TURNOVER INTENTION DENGAN EMPLOYEE ENGAGEMENT SEBAGAI VARIABEL MEDIASI (Studi Pada Karyawan Tetap Bank X BUMN Cabang Brawijaya Malang). Jurnal Administrasi Bisnis, 60(2), 74–83. http://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/view/2508
Wulandari, N., & Oktaviani, R. D. (2020). Pengaruh employer branding terhadap loyalitas karyawan melalui mediasi kepuasan kerja. Jurnal Ilmiah Manajemen Bisnis Dan Terapan, 4(1), 1–14.
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