YOSANOVA SAVITRY ANIZA NURFEBRIANY

Deputy CEO MarkPlus, Inc. Manager MarkPlus, Inc.

ALEXIA WINSLEE PRADNYANI WULANTARI

Senior Analyst MarkPlus, Inc. Business Analyst MarkPlus, Inc.

HANAN SAFIRA M. AMIRUL MUTAQIN

Business Analyst MarkPlus, Inc. Business Analyst MarkPlus, Inc.
Contents

Executive Summary ..................................................................................................................................... 1

Employer Branding Index .......................................................................................................................2
Workplace Preference .............................................................................................. 2
Top Employer Branding Index............................................................................ 5
Top 10 Workplace Perceptions........................................................................... 9
CI-EL Association ......................................................................................................... 9
Employee Expectation Findings ...................................................................................................... 11
Top 10 Workplace Expectations ..................................................................... 11
Top 5 Soft Skills Expectations ........................................................................ 12
Introduction to the Study..................................................................................................................... 13
Background .................................................................................................................... 13
Methodology .................................................................................................................. 13
References......................................................................................................................................................... 14
 1

Executive Summary
• Majority of respondents chose state-owned enterprises as their primary workplace preference.
Based on occupation category, students and fresh graduates prefer to work in state-owned
enterprises. Meanwhile, first jobbers choose local/national private companies.

• Workplace perception shows the aspect of the respondent's consideration factor when
choosing a company to work. Most respondents chose clear career path as their most
important aspect in entering workplace.

• In addition to preferences and perceptions, the Creativity, Innovation, Entrepreneurship and

Leadership (CI-EL) Framework was also used to assess workplace reputation. From the
Creativity aspect, most respondents chose Gojek, a former ride-hailing tech company from
Indonesia that now has been transformed into a super-app platform. Meanwhile, Astra
International excels in the aspect of Innovation. Shopee, an e-commerce platform excels in
the Entrepreneurship aspect. Lastly, BCA, a private bank that has been operating in Indonesia
since 1998, won in the Leadership aspect.

• The majority of respondents with a percentage of 57.2% picked communication skill as their
skill expectation when entering the workplace. On the other hand, only a few respondents
(13.1%) chose the ability to manage emotions as work skill expectation.

• The majority of respondents with a percentage of 41.6% want to work in a place that could
provide incentives based on their performance. Meanwhile, the least desired expectation of
a workplace is freedom to dress (9.1%).

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 2

Employer Branding Index

Acquiring the best talent in the market is an essential condition for a business. Nobel Prize
winner, Jean Tirole, argued that individuals in an organization have 3 main factors: interests,
motivations, and information (IMI). To be able to get the best talents in the market,
understanding how the market perceives the employer brand is crucial, since acquiring and
retaining the best employees is the key for the continuity of the organization/company’s
existence. Based on this concern, MarkPlus Quick Survey conducted the 2022 Employer
Branding Index, the first syndicated research project that aims to measure reputation, work
culture, and level of interest of Generation Z regarding workplace. Respondents in this research
were divided into three categories based on their employment status: students, fresh
graduates/looking for work, and first jobbers —respondents who have worked for up to 2 years.

Workplace Preference
Employee’s loyalty is an important factor for the sustainability of an institution. According to
Gartner, the turnover rate during pandemic is estimated to be 50-75% higher compared to the
period before the COVID-19 pandemic. Positions in a company are estimated to take 18% longer
to fill than before the pandemic (HBR, 2022). Thus, retaining employees is very crucial,
especially in the current context. In order to minimize the turnover rate, institutions and
companies need to ensure that potential employees have an interest to start their career in
the related institution or company. Figure 1.1 shows the respondents' workplace preferences
based on the Employer Branding survey.

58.0%
49.2%
43.9%
30.0%

Government State-owned Enterprise Multinational Company Private Company

Institution/Ministries (Local/National)

Figure 1.1 Workplace Preferences

The graph in Figure 1.1 shows that the majority of respondents chose state-owned enterprises
as their workplace preference. When viewed by employment status category, students and
fresh graduates have a number one preference for working in state-owned enterprises.
Meanwhile, first jobbers choose local/national private companies as first option.

In Indonesia, State-Owned Enterprises (BUMN) have a wide array of sectors, ranging from
telecommunications such as PT Telkom Indonesia to resources and raw materials such as PT
PLN Persero and PT Pupuk Indonesia. Not only State-Owned Enterprises (BUMN), local, national
 3

and multinational private companies operating in Indonesia also have a wide range of
sectors/industries. Figure 1.2. portrays more information about respondents’ preferences of
sector/industry of a workplace.

Government
Institution/Ministries
Banking

Resources, Infrastructure and

Utilities

High Tech (Super-App, Social

Media, Messaging)

Fast Moving Consumer Goods

Health and Beauty

Media & Information Provider

Automotive

Logistics and Transportation

Electronics & Gadget

Insurance
Property & Developer

Securities and Investment

Financing/Leasing

Figure 1.2 Thurstone of Preferences Sector/Industry in a Workplace

Generation Z is well-known as a generation that tends to be flexible/not reluctant to move from

one place to another. They don't hesitate to explore and find what suits their interests. Our
findings in Figure 1.2 shows most respondents preferred to be working in a Government
Institutions/Ministries. This shows that even with the affinity to explore, even Gen Z would
want to work in stable workplace, especially during the pandemic situation which brings forth
economic uncertainties.

After Government Institution/Ministries, the sector that becomes the respondent's second
preference is banking. Reported in the Katadata article (2022), the banking sector in Indonesia
 4

is one of the target sectors for jobseekers because it offers competitive salaries. Due to high
demand of working in banking industry, various banks operating in Indonesia provide a career
acceleration programs every year, for example Bank Mandiri through their Officer Development
Program (ODP) and Commonwealth Bank through their Graduate Development Program.
Resources, Infrastructure and Utilities becomes respondents' third preferred sector. In
Indonesia, companies in this sector are ranging from state-owned enterprises, local, national
to multinational scale. Similar to banking sector, this sector is known as workplace that offers
competitive salaries. Pertamina is a state-owned company with the largest profit in Indonesia
which is engaged in the production and transmission of oil and gas. This company is one of 9
companies with the largest salaries in Indonesia, even for fresh graduates (IDN Times, 2017).
Indonesia is home to several unicorn startups — or private companies with a valuation of over
US$1 billion. Two leading tech-based companies from Indonesia, Gojek and Tokopedia, have
even decided to merge to become the GoTo Group. The growth potential of Indonesia's
technology sector has paved the way for internet startups which in turn have attracted the
attention of international investors. Investors say Indonesia's growing internet users and
middle class are ripe conditions for a 'digital boom' (CNBC, 2021). Thus, there is no doubt that
this sector occupies the fourth position as the respondent's preferred sector.
The Fast-Moving Consumer Goods (FMCG) industry ranks fifth. Just like the Infrastructure,
Resources and Utilities Industry, FMCG is a sector that spans wide, both from the type of
institution (national and multinational) and industrial focus (food & beverage, body care, and
so on). Similar to banking, FMCG companies also offer career acceleration programs targeting
fresh graduates, for example Unilever through the Unilever Future Leaders Program.

In addition to the five highest ranking above, some respondents also chose the Health and
Beauty sector, followed by Media and Information Providers, Automotive, Logistics and
Transportation, Insurance, Property/Developers, Securities and Investment, and
Financing/Leasing.
 5

Top Employer Branding Index

Several indicators need to be considered in determining a company's quality as a good
workplace:
1. Respondents’ awareness and consideration of the company as a workplace.
2. Rate of application from prospective workers.
3. Level of recommendation of the company as a workplace.
4. Company perception and image (with factors; Self Development, Institutional Factors,
Interpersonal, Benefit/Monetary) in the eyes of workers and job seekers.
Based on these elements, companies that have Awareness of at least 30 respondents have
been evaluated, which resulted the 'Employer Branding Index'. Here is the list of Top 54
companies with fairly good index scores:
Table 1.1 Top 54 Workplace Based on Employer Branding Index

Rank Company Name Rank Company Name

Ministry of State-Owned 26 Kimia Farma
1
Enterprises Perusahaan Listrik Negara
27
2 Astra Honda Motor (PLN)
3 Astra International Paragon Technology and
28
4 Toyota Astra Motor Innovation
5 29 Pegadaian
Shopee
6 30 Google Indonesia
Ministry of Health
7 31 J&T
Unilever
8 32 Perusahaan Gas Negara (PGN)
Pertamina
9 33 JNE
Bank BCA
10 34 Grab
BRI
11 35 Mayora Indah
Bank BNI
12 36 Kereta Api Indonesia (KAI)
Bank Mandiri
13 37 Bank Syariah Indonesia (BSI)
Tokopedia
14 38 L’oreal
Gojek
15 39 Wingscorp
Ministry of Finance
Yamaha Indonesia Motor 40 Financial Services Authority
16 Samsung Electronics
Manufacturing 41
17 Central Bank of Indonesia (BI) Indonesia
18 42 Kompas Gramedia
Adaro
19 43 Apple dan iBox
Telkom Indonesia
Directorate General of Taxes Perusahaan Daerah Air
20 44
(Dirjen Pajak) Mineral (PDAM)
21 45 Net TV
BPJS Kesehatan
22 46 Trans Corp
Indofood
23 47 Sinar Mas
Freeport
24
AXA Mandiri Financial
Nestlé 48
Services
25 Wijaya Karya (WIKA) 49 Prudential Life Assurance
 6

Rank Company Name Rank Company Name

50 OPPO Indonesia 53 Meta Indonesia
51 MNC Group 54 FIFGROUP
52 Ciputra Group
In addition to company rankings evaluation in general, companies need to compare their index
positions based on their sector/industry. The following is a company ranking based on the
sector/industry that job seekers are targeting. Table 1.2 shows the list of top companies in
Government Institutions/Ministries, following Banking, Resources Infrastructure and Utilities,
High Tech and Fast-Moving Consumer Goods.
Table 1.2 Rank of Companies in Government Institution/Ministries Sector

Rank Company Name (Government Institution/Ministries) Index

1 Ministry of State-Owned Enterprises 0.41
2 Ministry of Health 0.36
3 Ministry of Finance 0.29
4 Central Bank of Indonesia (BI) 0.29
5 Directorate General of Taxes (Dirjen Pajak) 0.28
6 Financial Services Authority (OJK) 0.19
- Ministry of Religious Affairs 0.48
- Ministry of Public Works and Public Housing 0.39
- Ministry of Foreign Affairs 0.38
- Ministry of Education and Culture 0.37

Based on the Employer Branding survey, the majority of respondents (46.0%) chose the
Government Institution/Ministry Industry as the most desirable workplace sector. In this
industry, the Ministry of SOEs managed to occupy the top position with an index of 0.41,
followed by the Ministry of Health with an index of 0.36. On the other hand, although the
indexes from the Ministry of Religion, Ministry of PUPR, Ministry of Foreign Affairs, and Ministry
of Education and Culture are in the category of excellence, they are not given a rating. This is
because the organizations have relatively small awareness with the number of respondents
who chose them are below 30 people.
Table 1.3 Rank of Companies in Banking Sector

Rank Company Name (Banking) Index

1 Bank BCA 0.33
2 BRI 0.33
3 Bank BNI 0.32
4 Bank Mandiri 0.32
5 Bank Syariah Indonesia (BSI) 0.21
- Bank Permata 0.40
- Bank Jateng 0.36
- Bank bjb 0.31
- Bank BTPN 0.21
- Bank BTN 0.18
 7

In the banking industry (41.1%), Bank BCA, BRI, Bank BNI, Bank Mandiri, and BSI managed to
become the Top 5 Banks with the best indexes. This is in line with the reputation that the Bank
already has as an old line of BUKU 4 Banks. Meanwhile, BSI is the result of the merger of the 3
largest Islamic banks in Indonesia in 2020, which has increased the reputation of Bank BSI in
the eyes of the workforce rapidly.
Table 1.4 Rank of Companies in Resources, Infrastructure and Utilities Sector

Rank Company Name (Resources, Infrastructure and Utilities) Index

1 Pertamina 0.33
2 Adaro 0.28
3 Freeport 0.27
4 Wijaya Karya (WIKA) 0.26
5 Perusahaan Listrik Negara (PLN) 0.26
6 Perusahaan Gas Negara (PGN) 0.23
7 Perusahaan Daerah Air Mineral (PDAM) 0.17
- Pelabuhan Indonesia (Pelindo) 0.50
- Aneka Tambang (Antam) 0.49
- Pupuk Sriwidjaja Palembang (Pusri) 0.41

Pertamina is a Resources, Infrastructure and Utilities company that has the highest employer
branding index. This is due to the fact that Pertamina is one of the SOEs with the largest assets
in Indonesia. Pertamina is also famous for its excellent career paths and various benefits that
attract the interest of the workforce.
Table 1.5 Rank of Companies in High Tech Sector

Rank Company Name (High Tech) Index

1 Shopee 0.36
2 Tokopedia 0.29
3 Gojek 0.29
4 Google Indonesia 0.24
5 Grab 0.23
6 Meta Indonesia 0.12
- Traveloka 0.33
- Kredivo 0.27
- Blibli 0.27
- Microsoft 0.26

The number of promotions that Shopee carries out in recruiting workers makes it not
surprising for the company to be ranked 1 in the High-Tech industry. In this industry, Tokopedia,
Gojek, Google Indonesia, Grab, and Meta Indonesia also managed to enter the company
rankings with the best indexes. Meanwhile, Traveloka, Kredivo, Blibli, and Microsoft have a low
level of awareness because they rarely do open recruitment.
 8

Table 1.6 Rank of Companies in Fast-Moving Consumer Goods (FMCG) Sector

Rank Company Name (Fast-Moving Consumer Goods) Index

1 Unilever 0.35
2 Indofood 0.27
3 Nestlé 0.27
4 Mayora Indah 0.23
5 L’oreal 0.20
6 Wings Group 0.20
- AVO Innovation & Technology 0.38
- Procter & Gamble (P&G) 0.35
- Danone 0.32
- Indomaret 0.32

In the FMCG industry, Unilever is the company that has the highest index. This is because
Unilever has succeeded in branding the management trainee and fresh graduates program,
such as UFLP, ULIP, etc., very well in the eyes of the workforce. In addition, Unilever has also
succeeded in building perceptions in providing a good work environment and benefits. Job
vacancies that are always open every year make a lot of the workforce want to enter the
company.
 9

Top 10 Workplace Perceptions

Rank Perceptions of the Workplace

1 Career Path 53.5%

2 Other Benefits 49.7%

3 Healthy work environment 48.7%

4 Competitive salaries 44.3%

5 Self Capability 36.6%

Company's Reputation 28.7%

6
7 Company's Work Culture 27.3%

8 Company's Location 26.3%

9 Recommendation from a Friend 25.9%

10 Company's values (vision and mission) 25.6%

Figure 1.3 Top 10 respondents' perceptions of the workplace

Figure 1.3 shows various indicators that represent respondents' perceptions of an ideal
workplace. From the figure, it can be seen that respondents’ ideal workplace is one that offers
a career path, provides good benefits, and offers a work culture that is balanced with personal
life. Meanwhile, access to current companies and companies is an indicator that is less
relevant to the ideal workplace according to respondents, so it is not included in the Top 10
perceptions. This can happen because of the increasing speed of change both in terms of the
labor market and business in general, which makes the speed of career growth of the younger
generation as an indicator of success. However, high expectations of themselves for their first
job make the younger generation according to a survey from The Muse which found that there
are 72% of people feel 'shift shock' or get a shock effect because the perception before work
with reality when working is different.

CI-EL Association
In his book entitled 'CI-EL: Capability After COVID-19', Hermawan Kartajaya introduces 'CI-EL' as
a new approach for business to survive despite the post-COVID-19 pandemic situation that has
changed the environment. With Creativity, business people can generate new ideas that are
relevant to the post-pandemic situation. Through Innovation, ideas will be matured into useful
solutions for business to determine a better decision-making. In order to optimize
opportunities and sell the solutions that have been produced, entrepreneurial skill is needed
for business owner to take risks. Besides that, leadership is needed to move people in the
organization in accordance with the values adopted by the institution/company (Kartajaya, H.
et al., 2020).

The Creativity, Innovation, Entrepreneurship and Leadership (CI-EL) framework is also used
to see workplace reputation. From the Creativity aspect, majority of respondents chose Gojek,
a former ride-hailing tech company from Indonesia that has now transformed into a super-
app. Meanwhile, Astra International excels in the aspect of Innovation. Shopee as an e-
 10

commerce platform excels in the Entrepreneurship aspect. Lastly, BCA as a private bank that
has been operating since 1998 in Indonesia won in the Leadership aspect. Table 1.7 shows the
distribution of the Top 3 workplaces associated with the CI-EL concept.

Table 1.7 Top 3 CI-EL-Associated Workplace

Rank
Creativity Innovation Entrepreneurship Leadership
Astra
1 Gojek Shopee BCA
International
Ministry of State
2 Tokopedia Bank BCA Pertamina
Owned Enterprises
3 Bank Mandiri Indofood Tokopedia Unilever
 11

Employee Expectation Findings

Top 10 Workplace Expectations
Table 2.1 Ranking of respondents' workplace expectations

Percentage
Rank Top 10 Expectations of a Workplace
(n= 1150)
1 Incentives for Good Performance 41.6%
2 Clear Career Growth 40.9%
3 Supportive Co-Worker 39.9%
4 Have Clear Work Objectives and Directions 35.8%
5 Provide Professional Development 33.2%
6 Healthy Competition among Workers 28.0%
7 Stable Work 26.7%
8 Work-Life Balance 23.9%
9 Freedom to Express Opinion 22.3%
10 Flexible Working Hours 21.7%

Based on Table 2.1, majority of respondents expect a workplace that provide incentives for good
performance such as commissions, compensation, and overtime pay, as well as a clear career
path, and supportive colleagues. For the top two factors, this result is in accordance with
findings of consideration factors for choosing a company in the previous section. On the other
hand, supportive colleagues aspect is in accordance with the findings from O'Malley, (2019)
which emphasizes a good support system, such as getting closer to co-workers personally and
empowering workers to think like business owners and be able to make decisions that are
profitable for the company's business.
 12

TOP 5 Soft Skills Expectations

Table 2.2 Ranking of soft skills that respondents want to learn in a workplace

Rank Top 5 Desired Soft Skills Percentage

(n= 1150)
1 Communication 57.2%
2 Leadership 47.9%
3 Teamwork/ability to work in a team 42.7%
4 Public speaking 39.3%
5 Problem-solving 37.3%

Based on Table 2.2, the soft skills most expected by respondents are the ability to
communicate (polite, tone, body language, etc.), leadership, and teamwork (the ability to work
in a team). The soft skill that the student group is least interested in is stress management,
while first jobbers and fresh graduates are least interested in learning the soft skills of
managing emotions. The results of this study are in line with research from Balcar, J. (2021)
who found a significant relationship between leadership factors and cooperation as factors
that influence the consideration of choosing workplace, especially in the case of active and
persuasive individuals. On the other hand, based on a report from the World Bank, the direction
of business in Indonesia is increasingly oriented towards consumers and exports, thus
increasing the need for soft skills in the form of leadership, communication, and relationship
management becomes important. (World Bank, 2019)
In the same context, the Bandung Institute of Technology (ITB) once conducted a survey aimed
to measure skills of their students. For cognitive abilities, the students' abilities are indicated
very well but on skills such as leadership, autonomy (independence), and adaptation, the
students got poor scores. This becomes relevant when the majority of first jobber expect soft
skills in the form of leadership, communication skills, and adaptability. For the group of
respondents who are looking for work, the majority expect soft skills in the form of leadership,
communication skills, and problem-solving skills. As for the student group, the majority
expect soft skills in the form of adaptability, communication skills, and collaboration.
 13

Introduction to the Study

Background
Acquiring the best talent in the market is an essential condition for business. Based on this
concern, MarkPlus Quick Survey conducted 2022 Employer Branding Index, a syndicated
research project that aims to measure reputation, image, and level of interest of Generation Z
towards workplace or employer brand.

Methodology
This research used a quantitative method by distributing online questionnaires during the
period of June – July 2022 through various MarkPlus social media accounts, E-mail blast, and
WhatsApp Blast to MarkPlus’ database.
After distributing the questionnaire, we obtained total of 1150 respondents from various age
ranges, 32.2% aged 18-21 years, 56.6% aged 22-24 years, and 11.2% aged over or equal to 25 years
old. The occupation status of the respondents consisted of 49% bachelor students, 24% fresh
graduates, and 27% first-jobber with experience less than or equal to 2 years. Of the total
students, the majority (81%) are taking the undergraduate level and 10.5% are taking the D3
level. Meanwhile, of the total respondents who are not currently studying, generally 83.6% are
undergraduate and 12.5% D3 graduates. Respondents who filled out the survey generally reside
in Central Java and Yogyakarta at 23.7%, West Java and Banten 18.4%, Greater Jakarta 18.3%,
East Java 7.8%, Maluku and Papua 7%, South Sumatra 6.2%, Sulawesi 5.9%, North Sumatra 5.3%,
Kalimantan 2.6%, and (Bali, NTB, and NTT) at 4.6%.
Each respondent is allowed to choose 3 most attractive industries when filling out the
questionnaire. Sectors/industry are largely grouped into five categories; FSI (Banking,
Insurance, Financing/Leasing, and Investment and Securities), ATL (Automotive and
Logistics), GPS (Government Institutions, Ministry, Public Sector), RIU (Resources,
Infrastructure, and Utilities), HPC (Property/Developer, Health & Beauty, and FMCG), and CHM
(Electronic Gadget, High Tech, and Media & Information).
 14

References
Balcar, J. (2021). Non-cognitive skills matter, beauty not that much: Evidence from hiring
technicians*. Journal of East European Management Studies, 26(1), 44-72.
doi:https://doi.org/10.5771/0949-6181-2021-1-44
CNBC (2021, May 27). “Indonesia’s digital market could grow to $300 billion in the next 3 years,
says prominent businessman”, accessed from
https://www.cnbc.com/2021/05/27/lippos-john-riady-indonesia-tech-market-to-grow-
to-300-billion-in-3-years.html
CNBC. (2022, August 10). The environment is Gen Z’s No. 1 concern – and some companies are
taking advantage of that. Accessed fromi cnbc.com:
https://www.cnbc.com/2021/08/10/the-environment-is-gen-zs-no-1-concern-but-
beware-of-greenwashing.html
Golden, R. (2022). Talent wars push employers to focus on faster, more frequent financial
rewards. Healthcare Dive, Retrieved from https://www.proquest.com/trade-
journals/talent-wars-push-employers-focus-on-faster-
more/docview/2642097095/se-2

Harvard Business Review, (2022, July 4) “It’s Time to Reimagine Employee Retention”, accessed
from https://hbr.org/2022/07/its-time-to-reimagine-employee-retention
IDN Times (2022, August 15). “Meski Fresh Graduate, 9 Perusahaan Ini Berani Kasih Kamu Gaji
Tinggi!”, accesed from https://www.idntimes.com/life/career/erny/pekerjaan-dengan-
gaji-tinggi-untuk-orang-yang-baru-lulus?page=all
Kartajaya, H., et al. (2021). CI-EL: Kapabilitas Setelah COVID-19. Jakarta: Gramedia Pustaka
Utama
Katadata (2022, May 12). “Ini Gaji Entry Level di Industri Perbankan dan Keuangan Tahun 2022”,
accessed from https://databoks.katadata.co.id/datapublish/2022/05/12/ini-gaji-
entry-level-di-industri-perbankan-dan-keuangan-tahun-2022
O'Malley, M. (2019, August 10). What the “Best Companies to Work For” Do Differently. Accessed
from Harvard Business Review: https://hbr.org/2019/12/what-the-best-companies-to-
work-for-do-differently
The Muse. (2022, August 10). 72% of Muse Survey Respondents Say They’ve Experienced “Shift
Shock”. Accessed from themuse.com: https://www.themuse.com/advice/shift-shock-
muse-survey-2022
The World Bank. (2019, July 11). Indonesia Skills Development Project . accessed from
Worlbank.Org:
https://documents1.worldbank.org/curated/en/594741563369992590/pdf/Concept-
Stage-Program-Information-Document-PID-Indonesia-Skills-Development-Project-
P166693.pdf
EMPLOYER BRANDING INDEX 2022
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