Proses Employer Branding PT. Mercedes-Benz Indonesia Untuk Meningkatkan Eksistensi Perusahaan

Tasya Vicky Ryana, Hanny Hafiar, Syauqy Lukman


Image is public perception that’s caused by marketing communication of the organization. One of the largest automotive companies in the world, Mercedes-Benz is still aware of the importance of image building with branding. Through Indonesia Most Admired Companies (IMACO) Award by the Warta Ekonomi Intelligence Unit (WEIU), companies in Indonesia compete to be superior companies than competitors. PT. Mercedes-Benz Indonesia, which is known to have good product knowledge among its public, is considered to not maximally in building company's knowledge since it has not been ranked in the IMACO Award. The urgency to differentiate company with other companies as the employer encourages companies to carry out the employer branding strategy. Therefore, the author is interested in conducting further research on employer branding processes carried out by PT. Mercedes-Benz Indonesia to reach the title of the Most Admired Company. This research is a descriptive study with a qualitative data. The results of this study reveal that; 1) the formation of the employer value proposition begins with study the expectations and objectives of the company that are applied to be the values and corporate culture, 2) the external marketing evp is carried out by targetting the general public and prospective candidates in order to instill good image in prospective employee’s minds. 3) the internal marketing evp is running with employee development and engagement programs to improve their quality and capabilities


employer brand, employer, employee, employer value proposition, image.


Ambler, T., & Barrow, S. (1996). The Employer Brand. The Journal of Brand Management, 185-206.

Backhaus, K., & Tikoo, S. (2004). Conceptualizing and Researching Employer Branding. Career Development International, 501-517.

Biswas, U., Allard, K., Pousette, A., & Harenstam, A. (2017). Understanding Attractive Work in a Globalized World. India and Sweden: Springer.

Chignell, B. (2018, November 29). 11 simple steps to improve your employer branding. Retrieved from CIPHR ALL ABOUT PEOPLE:

Ferhatovic, A., & Simon, T. (2016). The Process of Adapting the Employer Brand to Attract the Right Employees - A Case Study of How SEB Uses Employer Branding to Go Digitial. Uppsala, Sweden: Uppsala University.

Hankinson, P. (2004). The Internal Brand in Leading UK Charities. Journal of Product & Brand Management, 84-93.

Kotler, Philip dan Nancy Lee. (2005). Corporate Social Responsibility; Doing the Most

Good you’re your Company and Your Cause. NewJersey; John Wiley&Sons, Inc.

Lestari, Dimyati, & Shihab. (2017). Strategic Communications and Corporate Branding:

A Study of Jebsen & Jessen Indonesia Group. MediaTor, 37-52.

Lubecka, A. (2013). Employer branding - a dialogistic communication tool of a competitive employer. Journal of Intercultural Management, 5-16.

Stuss, M., & Herdan , A. (2017). External Employer Branding Tools Used for Attracting Graduates by Energy Companies Listed at Warsaw Stock Exchange. 8th Economics & Finance Conference (pp. 200-213). London: ResearchGate.

Wilden, R., Gudergan, S., & Lings, I. (2010). Employer branding: strategic implications for staff recruitment. Journal of Marketing Management, 56-73.



  • There are currently no refbacks.




Creative Commons License
This work is licensed under a 
Creative Commons Attribution 4.0 International License