Employer Branding and Employee Value Proposition in the Perspective of the Academic Community of Higher Education

Abstract

Universities face increasing global competition, requiring effective strategies to attract, retain, and engage qualified academic staff. This study aims to identify the level of employer branding (EB) and employee value proposition (EVP) among academic staff in a public university in Indonesia striving to achieve World-Class University status. This study employed a descriptive quantitative method. Data was collected through questionnaires distributed to 100 respondents, consisting of education staff and lecturers selected randomly to represent each faculty. The data were analysed using descriptive statistical analysis with the assistance of PLS software. The results indicate that the perception of employer branding among academic staff was categorized as moderate, with a mean score of 79.47 at a 95% confidence interval. Similarly, the perception of employee value proposition was also categorized as moderate, with a mean score of 128.66 at a 95% confidence interval. These findings suggest that the university's employer branding and EVP policies, covering training and development, ethics and corporate social responsibility, work-life balance, healthy work atmosphere, and compensation, are considered adequate but have not fully met academic staff expectations. Furthermore, the primary characteristics considered by academic staff when choosing an institution include compensation and benefits such as salary, pension funds, health insurance, and vacation expenses.