Employer Branding As A Tool To Attract And Retain Talent In The Company By Involving Collaboration  Between HR And Marketing

Rico Fransisco; Dr. Arif Hartono, S.E., MHRM., Ph.D

doi:10.63922/ijebir.v4i04.2100

Rico Fransisco Faculty of Business and Economics, Islamic University of Indonesia
Dr. Arif Hartono, S.E., MHRM., Ph.D Faculty of Business and Economics, Islamic University of Indonesia

DOI: https://doi.org/10.63922/ijebir.v4i04.2100

Keywords: Employer Branding, Human Resources, Marketing, Engagement, Retention, Collaboration Strategy.

Abstract

This research examines the role of employer branding as a strategic tool to attract and retain talent in companies, focusing on the collaboration between Human Resources (HR) and Marketing departments. In an increasingly competitive business environment, a company's ability to build an attractive image as a workplace is crucial. This study uses a qualitative approach using observation and semi-structured interviews with employees and mentors at Company. The results show that employer branding has a significant impact in attracting quality candidates, as a positive image of the company influences their decision to join. In addition, employer branding also plays an important role in retaining existing employees, as evidenced through internal initiatives and welfare programs that increase satisfaction and loyalty. Collaboration between HR and Marketing has been found to be very effective in building an authentic and engaging employer branding. HR contributes in formulating realistic company values and culture, while Marketing creatively packages the messages and reaches a wider audience through digital content and social media. Despite challenges in coordinating schedules and time allocation, the synergy of these two departments resulted in a consistent and credible employer branding narrative.

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