Pandangan Mahasiswa Universitas Bakrie Atas Fitur “Life At Google” sebagai Bentuk Employer Branding Google Inc. dalam Mempertahankan Reputasi The Most Wanted Company

Konsep Employer Branding memang belum populer di kalangan public relation officer Indonesia. Namun, permasalahan tenaga kerja Indonesia terkait war for talent atau kompetisi mendapatkan tenaga kerja profesional sesuai kualifikasi antar Perusahaan di Indonesia telah nyata terlihat. Sebagai Perusahaan nomor 1 oleh majalah Fortune kategori 100 Best Companies to Work For 2007, Google telah menjadi Perusahaan yang telah sukses membangun dan mempertahankan employer brand ‘Don\u27t be evil\u27-nya melalui fitur “Life at Google”. Penelitian ini menggunakan metode kualitatif dengan tujuan mengetahui pandangan mahasiswa Universitas Bakrie terhadap fitur “Life at Google” sebagai bentuk employer branding Google Inc. dalam mempertahankan reputasi the most wanted company. Penelitian ini membuktikan bahwa fitur “Life at Google” memberikan peneguhan atau reinforcement kepada mahasiswa Universitas Bakrie atas kognisi dan afeksi yang baik (positif) dan mendukung pandangan reputasi Google sebagai the most wanted company. Kata kunci : Employer branding, brand equity, brand association, company reputation, website. Employer Branding concept is not popular yet among the public relations officer in Indonesia. However, Indonesian labor issue related to war for talent or competition to get qualified professional workforce among companies in Indonesia has been real. As the first company by Fortune magazine in 100 Best Companies to Work For 2007 category, Google has successfully built and maintained its “Don\u27t be evil” employer brand through "Life at Google" feature. This qualitative research aims to identify the perspective of Bakrie University students on "Life at Google" feature as employer branding Google Inc. in maintaining the reputation of the most wanted company. This study proves that "Life at Google" feature provide reinforcement to Bakrie University student for their good (positive) cognitive and affective and support the views of Google\u27s reputation as the most wanted company. Key words : Employer branding, brand equity, brand association, company reputation, website. DAFTAR PUSTAKA Ambler, T and Barrow, S. 1996. The employer brand. Journal of Brand Management, Vol. 4, pp. 185-206. ISSN 1350-231X Ardianto, E. (2011). Metodologi Penelitian untuk Public Relation Kuantitatif dan Kualitatif. Bandung: Simbiosa Rekatama Media. Argenti, P. A. (2009). Corporate Communication Ed. 5. . Singapore: McGrawHill. Arifin, Z. (2012). Penelitian Pendidikan Metode dan Paradigma Baru. Bandung: Rosdakarya. Babcanova, Dagmar, Babcan, Miroslav dan Odlerova, Eva. 2010. “Employer Branding – Source of Competitiveness of The Industrial Plants” (Online), (https://www.mtf.stuba.sk/docs/doc/casopis_Vedecke_prace/29/5_babcanova.pdf, diakses 24 Februari 2015) Backhaus, Kristin dan Tikoo, Surinder. 2004. “Conceptualizing and researching employer branding”. Career Development International, 9(5): 501-517. Badan Pusat Statistik. 2015. Pengangguran Terbuka Menurut Pendidikan Tertinggi yang Ditamatkan 2004 – 2014 (Online), (http://www.bps.go.id/linkTabelStatis/view/id/972, diakses pada 22 Februari 2015) Berthon, P., Ewing, M., dan Hah, Li Lian. 2005. Captivating Company: Dimensions of Attractiveness in Employer Branding. International Journal of Advertising, (24), 151-172 Bragg, S. (2010). Running an Effective Investor Relations Department. United State: Wiley Corporate F&A. Bryman, A. (2003). Triangulation. Encylopedia of Social Science Research Methods, 1142 - 1143. Bunyamin , H., & Meyliana. (2013). Learning from Google: Increasing the Quality of Work Life. The 2013 IBEA, International Conference on Business, Economics, and Accounting. Thailand. Chartered Institute of Personnel and Development. (2008). Employer Brand: A non-nonsense approach. London: Chartered Institute. CIMA. (2007). Corporate reputation: perspectives of measuring and managing a principal risk. London: The Chartered Institute of Management Accountants. Cornelissen, J. (2004). Corporate Communication A Guide to Theory and Practice Ed. 3. London: SAGE. da Silva, D. and K. Grigg, 2008, “Using Work/Life Balance Strategies to Address Regional Skills Shortages” Refereed paper presented at Sustainable Economic Growth for Regional Australia (SEGRA) Conference, Albury, Australia, August 18-20 August. Dawn, Suman Kumar dan Biswas, Suparna. 2010. Employer Branding: A new strategic dimension of Indian corporations. Asian Journal of Management Research, 21-33 Dolphin, R. R. (2000). The Fundamentals of Corporate Communication. London: Butterworth-Heinemann. Doorley, J., & Garcia, H. F. (2007). Reputation Management The Key to Successful Public Relations and Corporate Communication. New York: Routledge Taylor & Francis Group. Egan, J. (2007). Marketing Communications. Hampshire: Cengage Learning EMEA. Erlangga, M. (2014, Desember 30). Jobstreet: Google Indonesia Jadi Perusahaan Teknologi Berbasis Online Paling Diimpikan di Tanah Air. Dipetik Februari 22, 2015, dari Dailysocial.net: https://dailysocial.net/post/jobstreet-google-Indonesia-top-five-dream-job Fombrun, Charles J dan Foss, Cristopher B. 2001. The reputation quotient, part 1: Developing a Reputation Quotient, The Gauge Newsletter, 14(3): 1-3. Goodman, M. B. (1994). Corporate Communication: Theory and Practice. New York: State University of New York Press. Google Inc. (2013). Annual Report . California: Google Inc. Google. (2008). Google Anual Report. California: Google. Great Place to Work Institute. 2007. Why is Google so Great? (Online), (http://resources.greatplacetowork.com/article/pdf/why_google_is_no._1.pdf, diakses 24 Februari 2015) Guion, L., Diehl, D., & McDonald, D. (2002, September). Triangulation: Establishing the Validity of Qualitative Studies. Dipetik April 12, 2015, dari rayman-bacchus.net: http://www.rayman-bacchus.net/uploads/documents/Triangulation.pdf Gupta, A. (2009, Februari 18). Strategic HR Planning at Google Inc, free case study. Dipetik Mei 5, 2015, dari www.scribd.com: http://www.scribd.com/doc/13286610/Strategic-HR-Planning-at-Google-Inc Hoyer, W. D., Macinnis, D. J., & Pieters, R. (2010). Consumer Behaviour. Canada: Soth-Western Cengage Learning. About The Internship (Online), Dipetik Februari 22, 2015, dari www.theinternshipmovie.com: http://www.theinternshipmovie.com/ Tentang Google (Online). Dipetik Februari 24, 2015, dari www.google.com: https://www.google.com/intl/in/about/ Tentang Perusahaan (Online). Dipetik Mei 9, 2015, dari www.google.com: https://www.google.com/intl/in/about/company/ Indriantoro, N., & Supomo, B. (2007). Metode Penelitian Bisnis. Bandung: CV. ALFABETA. International Labour Organization. (2013). Tren Ketenagakerjaan dan Sosial di Indonesia 2012: Upaya untuk Menciptakan Ekonomi yang Adil dan Berkelanjutan. Jakarta: ILO. Jayalaksana, Naomi. Tren Berburu Kerja di Online.Femina (Online), (http://www.femina.co.id/femina/liputan/tren.berburu.kerja.di.online/010/003/159, diakses pada 22 Februari 2015) Khalidi, F. (2014, Desember 31). Inilah Perusahaan Impian Karyawan di Indonesia Versi JobStreet.com. Dipetik Februari 22, 2015, dari swa.co.id: http://swa.co.id/business-research/ini-Perusahaan-impian-2014-di-Indonesia-versi-jobstreet-com Matulich, E., & Kuntze, R. (2010). Google: searching for value. Journal of Case Research in Business and Economics 2, 1-10. Minchington, B. (2012). The Rise of Employer Brand Leadership. Australia: Employer Brand International. Mosley, R. 2009. “Employer Brand: The Performance Driver No Business Can Ignore”. A Shoulders of Giants Publication PayScale. Inc. (2013, July). The Least Loyal Employees. Dipetik June 27, 2015, dari www.payscale.com: http://www.payscale.com/data-packages/employee-loyalty/least-loyal-employees Pusat Data dan Informasi Ketenagakerjaan. Penganggur Terbuka Menurut Pendidikan dan Jenis Kelamin, (Online), (http://pusdatinaker.Balitfo.depnakertrans.go.id/kunasional/pt/PENGANGGUR_TERBUKA_MENURUT_PENDIDIKAN_DAN_JENIS_KELAMINsmry.php?sv_tahun=2014&sv_bulan=Agustus&Submit=Search#, diakses pada 22 Februari 2015) Raco, J. (2010). Metode Penelitian Kualitatif: Jenis, Karakteristik, dan Keunggulannya. Jakarta: PT Grasindo. Rawlins, B. L. (2006). Prioritizing Stakeholders for Public Relations. Gainesville: FI Institute for Public Relations. Sarwono, J. (2006). Metode Penelitian Kuantitatif dan Kualitatif. Yogyakarta: Graha Ilmu . Saylor Foundation. (2013, January 28). Interviewing at Google. Dipetik Mei 5, 2015, dari saylor.org: http://www.saylor.org/site/wp-content/uploads/2013/02/BUS208-6.1.3-Interviewing-at-Google-FINAL.pdf Staib, K. (2008). Work Happy the Google Way. Dipetik Mei 8, 2015, dari www.WorkHappyNow.com: http://www.workhappynow.com/wp-content/Work-Happy-the-Google-Way-eBook.pdf Strauss, J., & Frost, R. (2009). E-Marketing Ed. 5. London: Pearson Prentince Hall. Suryana. (2010). Metodologi Penelitian Model Praktis Penelitian Kuantitatif dan Kualitatif. Buku Ajar Perkuliahan. Jakarta: Universitas Pendidikan Indonesia. Suryowati, E. (2014, Februari 5). BPS: Kualitas Tenaga Kerja Indonesia Masih Rendah. Dipetik February 22, 2015, dari Kompas.com: http://bisniskeuangan.kompas.com/read/2014/02/05/1853574/BPS.Kualitas.Tenaga.Kerja.Indonesia.Masih.Rendah Susanto, A. B. 2010. "Kembangkan employer\u27s branding". Bisnis Indonesia, 24 Oktober 2010. Hal. 15 Sutriyanto, E. (2015, Januari 1). Ini Lima Perusahaan Impian Calon Karyawan di Indonesia Versi JobStreet.com 2014. Dipetik Februari 22, 2015, dari tribunnews.com: http://www.tribunnews.com/nasional/2015/01/01/ini-lima-Perusahaan-impian-calon-karyawan-di-Indonesia-versi-jobstreetcom-2014 Suyanto, B. (2005). Metode Penelitian Sosial: Berbagai Alternatif Pendekatan. Jakarta : Prenada Media. Trochim, W. M. (20016, Oktober 20). Qualitative Validity. Dipetik Februari 22, 2015, dari socialresearchmethods.net: http://www.socialresearchmethods.net/kb/qualval.php Venkataramanan, M. (2012, April 11). Want to work at Google? Answer these questions. Dipetik Juni 27, 2015, dari http://www.wired.co.uk/: http://www.wired.co.uk/magazine/archive/2012/05/start/want-to-work-at-google?page=all Wahyuni, S. (2012). Qualitative Research Method: Theory and Practice. Jakarta: Salemba Empat Wilson, J. S., & Blumenthal, I. (2008). Managing Brand You: 7 Steps to Creating Your Most Successful Self. USA: Amacom. www.facebook.com/lifeatgoogle, 2015 www.twitter.com/lifeatgoogle, 2015 Z, I. (2013, Maret 26). 82 Persen Pencari Kerja Manfaatkan Portal Online. Dipetik Februari 22, 2015, dari Kompas.com: http://bisniskeuangan.kompas.com/read/2013/03/26/23015123/82.Persen.Pencari.Kerja.Manfaatkan.Portal.Onlin