Peran Employer Branding dalam Menarik Talenta Unggul di Era Revolusi Industri 5.0
DOI:
https://doi.org/10.31933/ty8a3d42Keywords:
Employer Branding, Top Talent, Employee Value Proposition, Employee Loyalty, Industrial Revolution 5.0Abstract
Perubahan cepat dalam lingkungan bisnis akibat Revolusi Industri 5.0 menuntut organisasi untuk mengembangkan strategi manajemen sumber daya manusia yang lebih adaptif dan berbasis nilai. Salah satu pendekatan yang semakin mendapatkan perhatian adalah employer branding, yaitu strategi organisasi dalam membentuk citra positif sebagai tempat kerja yang ideal guna menarik dan mempertahankan talenta unggul. Artikel ini bertujuan untuk menganalisis peran employer branding dalam menarik perhatian generasi milenial dan Gen Z, meningkatkan loyalitas karyawan, serta membangun keunggulan kompetitif organisasi. Analisis dilakukan secara kualitatif-deskriptif melalui telaah literatur terhadap jurnal-jurnal ilmiah primer dalam tujuh tahun terakhir. Hasil pembahasan menunjukkan bahwa employer branding yang efektif harus memperhatikan dimensi Employee Value Proposition (EVP), penggunaan media sosial dan teknologi digital, serta nilai-nilai keberlanjutan dan keseimbangan hidup-kerja. Artikel ini juga mengidentifikasi tantangan strategis dan menyarankan implikasi manajerial yang relevan dalam implementasi employer branding di era industri 5.0.
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