Employer Brand Strategy and Research for Mandiri Tunas Finance

MANDIRI TUNAS FINANCE

5 October 2021

Employer Brand Strategy Research and Analysis

Melisa Imam Dwiana

MANDIRI TUNAS FINANCE

ABOUT THE EMPLOYER BRAND STRATEGY This document consist of comparative data analysis between several companies in Indonesia (1 multifinance, 1 startup, 1 FMCG) in term of the Employer Brand strategy to create a suggestion on how can Mandiri Tunas Finance build a stronger presence, and do it better to attract best freshgraduate candidates.

CONTENTS Employer Abstract Research Scope of

Brand Strategy and Purpose method Analysis

Employer Brand Strategy Research and Analysis Companies Data Comparation Comparative Analysis Employer Brand Strategy for Mandiri Tunas Finance Step Suggestion Plan

MANDIRI TUNAS FINANCE

EMPLOYER BRAND STRATEGY

ABSTRACT Employer Brand Strategy Analysis is a strategy of how to do better in employer branding to attract great candidates based on comparation analysis between a list of aspirational company to get insight into their talent strengths and weaknesses. By doing this we could know how our company stack up in comparison, and how we can differentiate ourself in order to build a stronger presence, and do it better to attract freshgraduate to join the company.

RESEARCH METHOD Comparative Analysis is used as a research method after collecting Employer Brand Touchpoint data of the selected companies. The result of analysis is used to create Mandiri Tunas Finance's Employer Brand Strategy.

MANDIRI TUNAS FINANCE

EMPLOYER BRAND STRATEGY

SCOPE OF ANALYSIS Data of several companies in Indonesia (1 multifinance, 1 startup, 1 FMCG) in term of the Employer Brand strategy. List of Selected companies used in this research : BCA Finance (Multifinance Company) Won an Award as Best Multifinance 2021 with Outstanding Financial Performance and Financing Business Development for Category : Total Assets 5-10 Trillion.

Tokopedia (E-commerce Startup Company) The only Indonesian startup technology company listed among the 8 fastest growing companies by revenue in the Asia Pacific Technology Fast 500 index by Deloitte Touche Tohmatsu.

Unilever (FMCG Multinational Company) Won a prestigious award at the 2021 Bisnis Indonesia Awards for category : The Best Company in the Non-durable Household Product sector.

MANDIRI TUNAS FINANCE

EMPLOYER BRAND STRATEGY

SCOPE OF ANALYSIS Data that will be used to comparate between the selected companies in term of Employer Branding Strategy are Employer Branding Touchpoint, consists of: Employer Value Propotion (EVP) company's core benefits that make up their wider employer brand Brand Heart company's purpose, vision, mission, and values Company Website company's website structure such us About us and the content of that company's website.

Brand Positioning company's position on how their company as a brand is different from its competitors and where it sits in customers which is also the talent candidate minds.

Content and Messaging company's message preseence through their content Content Formats Format used to convey and present the company's employer brand in web platform or social media

MANDIRI TUNAS FINANCE

Social Media Platform Type of social media platform used to share their employer brand.

Benefits List of benefits that company offered in their job offering.

Review Site Ratings ratings of the candidate or employee on how that company make them feels, from their pro's and con's.

Job Description How the company write the job description, what they include to clarify, state the job, from its benefits, requirements, stage of recruitment, etc.

MANDIRI TUNAS FINANCE

EMPLOYER BRAND STRATEGY RESEARCH AND ANALYSIS

Data Comparation between selected companies

BRAND CATEGORY

Employer Value Propotion (EVP)

BCA Finance

Tokopedia

Unilever

Friendly Working Environment dan Continuous Improvement.

We found our purposes through the impact we make on others.

You, too, can find yours.

a better business, a better world, and a better you.

Purpose: to make sustainable living commonplace.

Vision: To earn Indonesia’s love and respect by touching the lives of every Indonesian every day.

Brand Heart - Purpose

Purpose: Always

by Your Side

Purpose: Selalu ada, selalu bisa

- Vision - Mission - Values

Vision: To be the bank of choice and a major pillar of the Indonesian economy

Vision: “Membangun Indonesia lebih baik, lewat internet”

MANDIRI TUNAS FINANCE

BCA Finance Mission: - To build centers of excellence in payment settlements and financial solutions for businesses and individuals.

- To understand diverse customer needs and provide the right financial services to optimize customer satisfaction.

- To enhance our corporate franchise and stakeholders value.

Tokopedia

Mission: to democratize and empower commerce through technology for everyone, everywhere.

Encouraging digital economic equality in Indonesia

Unilever

Mission: to create a better future every day. help people feel good, look good and get more out of life with brands and services that are good for them and good for others. inspire people to take small, everyday actions that can add up to a big difference for the world.

MANDIRI TUNAS FINANCE

BCA Finance

Company's Website

Brand Positioning

Tokopedia

Values: -Customer Focus -Integrity -Teamwork -Continuous Pursuit of Excellence

Values: -Focus on consumers -Growth mindset -Make it happen, make it better

About Us: -Milestones, -Corporate Social Responsi bility (CSR), -Good corporate governance, -Sustainability

About Us: -History in Our Stories page, -Company Innovation program in Our Program page, -Corporate Social Responsibility in Our Impact

BCA dominates when it comes to practionality, service and security. BCA has positioned itself well focusing primarily on giving the best consumer experience.

Despite the tough fierce competition with other e-commerce (Shopee), tokopedia still able dominate 32,04% traffic marketplace in Indonesia

Unilever Values: -Integrity -Respect -Responsibility -Pioneering Spirit.

About Us: -History, -CSR, -Accomplishment

Unilever, in the eyes of indonesia consumers, achieved a good brand impression, whose products were also favored by.

MANDIRI TUNAS FINANCE

EMPLOYER BRAND STRATEGY RESEARCH AND ANALYSIS

CONTENT AND INTERNET SOCIAL PRESENCE CATEGORY

Content & Messaging

BCA Finance

Tokopedia

Unilever

The EVP articulates BCA main selling points in a compelling way because they craft their EVP based on their employee perception.

BCA’s EVP is a significant part of their content strategy, their company shows that they really focused on employee engagement that attracts greater candidates and higher probability of loyal talents.

Their EVP showed in their dedication to make the employee environment and culture fun.

This made them feel like their work has impact and purpose, thus made them work better, that made them still in their game as one of the lead ecommerce in indonesia despite the fierce and tough competition with their rival, Shopee.

Their EVP showed how they see their employee.

For Unilever, human resources are at the center of all the Company’s activities. they made it as a priority to develop the professionalism, life balance and capacity to contribute to the Company.

Unilever also manages and develops the business in a responsible and sustainable manner.

MANDIRI TUNAS FINANCE

Social Media Platforms

Content's format

Other Career's Site Platform

BCA Finance

Tokopedia

They didn’t have any social media to show insight of their daily work

Instagram & youtube: @insidetokopedi a

Article, video, testimonies on their career website

Article, video, testimonies on their career website, instagram, and youtube

LinkedIn, Kalibrr

LinkedIn, Kalibrr, Glints

Unilever

Instagram @kami.unilever

Article, video, testimonies on their career website, instagram,

LinkedIn,

MANDIRI TUNAS FINANCE

EMPLOYER BRAND STRATEGY RESEARCH AND ANALYSIS

JOB CAREER CATEGORY BCA Finance

Benefits

They didn’t list benefit of working in their companies at their career website

Tokopedia

They didn’t list benefit of working in their companies at their career website

Unilever They offer competitive salaries and various health benefits for employees including doctor's office, fitness & health center, disease prevention program, creative wellness program and vaccinations.

MANDIRI TUNAS FINANCE

BCA Finance

Job Description

Tokopedia

Pro's: Include requirement, location of the test and the placement, date span of the offering job and also list the stage of recruitment.

Pro's: Include requirement, job task description.

Con's: Lacking of job task description,bene fit and facilites.

Con's: Lacking the stage of recruitment, benefit and facilities.

Unilever

Pro's: Include requirement, benefit and facilities, and also the stage of recruitment.

Con's: Lacking of job task description.

MANDIRI TUNAS FINANCE

BCA Finance

Tokopedia

Unilever

Pro's: Pro's: The company provides good career opportunities for new employees.

Good working culture, work life balance

Con's: The company pays less attention to the welfare of employees, especially in the COVID-19 pandemic situation

Con's: no lunch and too many stakeholders

Review Site

Pro's: great salary, maximizing learning curves

Great working environment, many opportunities to learn

Ratings (Glassdoor)

Traffic congestion near the office in the morning and after working hours

Con's: lots of pressure, lack of work life balance

MANDIRI TUNAS FINANCE

EMPLOYER BRAND STRATEGY RESEARCH AND ANALYSIS

Analysis of gathered data comparation between selected companies

SIMILARITIES BCA Finance Employer Value Propotion (EVP) Brand Heart

Company Website

Brand Positioning

Content formats on company career website Career Site Platform Job Description

Review Site Rating

Tokopedia

Unilever

EVP prioritizes personal growth improvement.

Brand Core Values prioritize customers, prioritize integrity, and offer self-development.

Website that gives insight about company’s History, Milestones, and Corporate Social Responsibility.

Their brand and product value left a good impression that lead to higher preferation of freshgraduate to work

Content of employee testimonials in company’s website, that conveys their EVP through story telling in video or article format.

Usage of career site platform

Job offering enlist the requirement of the preferred candidate

Learning opportunities considered as a good impression for the employee experience and an important factor for freshgraduate to consider.

MANDIRI TUNAS FINANCE STRENGTH & WEAKNESS BCA Finance

Strength

Weakness

Despite their lack of social media presence, their product positioning really showcase the impact of their employer branding. Their service and product was favored by and left a good impression, thus made people want to work with them.

Really Lacking in term of social media presence, they didn’t have dedicated social media account to share behind-thescenes in order promote and appeal their EVP. They didn’t utilize online presence as a marketing strategy.

Tokopedia

They utilize the power of social media so well to tell their brand voice and values.

Too focused on social media presence, made their brand left behind in term of realize the brand Vision. They focus on their work but don’t say much about their values. They think too hard about who they want to be, when they should just focus on who they are.

Unilever

The brand identity and brand positioning is strong, made them to stand out from other competition.

This make people want to interact Unilever.

So far, there’s no fatal weakness.

But because how big the company is, the pressure and issue of work life balance made their employer branding to be weaken

MANDIRI TUNAS FINANCE EMPLOYER BRAND STRATEGY RESEARCH AND ANALYSIS

Company positioning based on their Employer Branding Touchpoint Good Pay & Benefits

Lack growth opportunities

Good growth opportunities

Poor Pay & Benefits Healthy Work-Life Balance

Weak Company Culture

Strong Company Culture

Poor Work-Life Balance Innovative

Weak Online Presence

Strong Online Presence

BCA Finance Tokopedia Unilever

Traditional

MANDIRI TUNAS FINANCE

EMPLOYER BRAND STRATEGY FOR MANDIRI TUNAS FINANCE

" A company is only as great as its people. And great people want to be associated with leading brands. "

While it may seem impossible to compete with huge companies with prominent brand names, employer branding can actually be Mandiri Tunas Finance secret weapon to attract top candidates.

•Job candidates expect a lot more than a paycheck these days. It was found that among the freshgraduate, most preferred company attributes were company culture, brand name and compensation

Most review stated factor are about career opportunities and work life balance. This means among Millennials (people under the age of 35), “career opportunities” and “work life balance” becomes the #1 driver of employment brand.

Today freshgraduates are somewhat overwhelmed by the older people work environment so they crave a job with a culture they enjoy where they could had a better work-life balance. They seek meaning and values at work, so they look for companies that deliver products and services they are proud of, that allow them to learn and growth to be a better person.

MANDIRI TUNAS FINANCE

EMPLOYER BRAND STRATEGY FOR MANDIRI TUNAS FINANCE

STEP OF EMPLOYER BRAND STRATEGY Find Mandiri Tunas Finance brand personality by analyze and define brand heart clearly Brand heart that consist company's purpose,vision, mission and core values give insight about the brand personality. Brand heart must be designed properly because it give the candidate an insight of who we are as an employer brand, and help us create a persona who we want to attract to work with us. A persona will decide how we interact with others, to voice our brand heart, thus give our brand a personality. Then, This brand personality decide how we create content to voice the company culture and benefit as a brand guideline.

BRAND HEART

Brand Personality

Purpose Vision Mission Values

Message content Tone of language Design look Type of Content

How Brand Heart shape the brand guideline

MANDIRI TUNAS FINANCE

EMPLOYER BRAND STRATEGY FOR MANDIRI TUNAS FINANCE Attract the right kind of people by maintaining a consistent message Convey consistent message in every employer brand touchpoint, from job descriptions to recruiting events.•Most freshgraduate before they apply for a job, they will see the company website, review of job site rating, and do research about their culture through their social media.

• Write benefit working in Mandiri Tunas Finance Prioritize/consolidate the biggest benefits into three or 5 main pillars, which you will build your EVP around. The pillar must consist : - What attracts fresshgraduate to work for mandiri tunas finance - What makes them stay

EVP 3-5 MESSAGE PILLAR

COMPANY BENEFIT Structure and Foundation of EVP

MANDIRI TUNAS FINANCE

EMPLOYER BRAND STRATEGY FOR MANDIRI TUNAS FINANCE Brainstorm content ideas and web presence Leverage candidate-facing communications, social media, and video to convey the corporate culture , benefit and employee experience.

Manage content and social media to show what it feels like to work with Mandiri Tunas Finace, give insight how Mandiri Tunas Finance work.

Focus and Excel in Digital/Social Media Digital channel/Social media is a powerful way of reaching freshgraduate in an effective way. By engaging directly on social media, we can reach passive candidates to made them interested and join Mandiri Tunas Finance.

MANDIRI TUNAS FINANCE

SUGGESTION PLANS FOR STRONGER PRESENCE AND ATTRACT FRESHGRADUATES Brainstorm to create content pillars of Mandiri Tunas Finance.

Content pillars consist of 4 general areas that Mandiri Tunas Finance's social media and online presence will revolve arpund Determined visual based on Mandiri Tunas Finance's brand heart and brand personality. this will act as visual content guideline, which determined what sort of visual content will be putting out, what kind of format the content is.

Plan Copywriting Content based on Mandiri Tunas Finance's EVP. this will decide what the social media caption will revolve around, that will introduce Mandiri Tunas Finance culture in order to build a stronger social media presence to attract candidate Include EVP in job description at career company website Manage social media using engagement strategy, to review and plan how to increase and target engagement. and most importantly, dont just post aesthetic content, but seriously planning, thinking, incorporate content that alignated with the Mandiri Tunas Financial values, EVP, brand voice.